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Strategic Advertising Management

Strategic Advertising Management

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  • ISBN:9780199605583
  • Editorial: Oxford University Press.
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:416
  • Idiomas:Ingles

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Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of 'how advertising works' and what is required from a manager's perspective, in the development of an effective communication plan. The new edition has been fully updated with more coverage of new media throughout the text and the inclusion of a section on advertising for social marketing. Online Resource Centre For Students: Flashcard glossary Additional questions Further reading updates Web links Links to video Examples of Advertising For Lecturers: Suggested IPA case histories Suggested classroom exercises PowerPoint slides

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

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