Synopses & Reviews
Integrating theory with application and presenting numerous real-life examples,
Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website includes resources for students and instructors.
Table of Contents
Part One: Overview of Advertising and Promotion 1. What are Advertising and Promotion?
2. Perspectives on Advertising
Part Two: Planning Considerations
3. What it Takes for Successful Advertising and Promotion
4. Understanding Cultural Differences
5. The Strategic Planning Process
Part Three: Developing The Strategic Plan
6. Selecting the Target Audience
7. Understanding the Best Positioning
8. Determining the Best Positioning
9. Developing Communications Strategy
10. Setting the Media Strategy
Part Four: Making it Work
11. Processing the Message
12. Creative Tactics
13. Creative Execution
Part Five: Integrating Advertising and Promotion
14. Message Delivery Options
15. Putting it All Together