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Strategic Advertising Management by Richard Rosenbaum-Elliott and Larry Percy (2012, Trade Paperback)

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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.

Product Identifiers

Publisher
Oxford University Press, Incorporated
ISBN-10
0199605580
ISBN-13
9780199605583
eBay Product ID (ePID)
114161651

Product Key Features

Author
Larry Percy, Richard Rosenbaum-Elliott
Publication Name
Strategic Advertising Management
Format
Trade Paperback
Language
English
Publication Year
2012
Type
Textbook
Number of Pages
400 Pages

Dimensions

Item Length
7.4in
Item Height
0.9in
Item Width
9.7in
Item Weight
31.7 Oz

Additional Product Features

Lc Classification Number
Hf5438.5.P475 2012
Edition Number
4
Table of Content
Part One: Overview of Advertising and Promotion1. What are Advertising and Promotion2. Perspectives on AdvertisingPart Two: Planning Considerations3. What it Takes for Successful Advertising and Promotion4. Understanding Cultural Differences5. The Strategic Planning ProcessPart Three: Developing The Strategic Plan6. Selecting the Target Audience7. Understanding the Best Positioning8. Determining the Best Positioning9. Developing Communications Strategy10. Setting the Media StrategyPart Four: Making it Work11. Processing the Message12. Creative Tactics13. Creative ExecutionPart Five: Integrating Advertising and Promotion14. Message Delivery Options15. Putting it All Together
Copyright Date
2012
Target Audience
College Audience
Topic
General, Strategic Planning, Advertising & Promotion
Lccn
2012-933761
Dewey Decimal
659.1
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics

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item 1 Strategic Advertising Management Richard, Percy, Larry Rosenbaum-
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item 2 Strategic Advertising Management by Rosenbaum-Elliott, Richard Book The Fast
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4 out of 5 stars
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Strategic Advertising Management by Richard Rosenbaum-Elliott and Larry Percy (2012, Trade Paperback)

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Product Key Features

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All listings for this product

item 1 Strategic Advertising Management Richard, Percy, Larry Rosenbaum-

item 2 Strategic Advertising Management by Rosenbaum-Elliott, Richard Book The Fast

item 3 Strategic Advertising Management by Percy, Larry; Rosenbaum-Elliott, Richard

item 4 Strategic Advertising Management Larry Percy

item 5 Strategic Advertising Management by Rosenbaum-Elliott, Rich Paperback / softback

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Good book

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