Strategic Advertising Management

Percy, Larry

Oxford University Press（2001/09発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 288 p.
• 言語 ENG
• 商品コード 9780198782322
• DDC分類 659.112

Full Description

This is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising. Percy , Rossiter, and Elliott deal with advertising from a strategic rather than simply a descriptive standpoint, starting out with a broad look at what advertising is meant to do and then going on to provide the reader with an understanding of what it takes to develop effective advertising and promotion. The book contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advert. There are also a number of extended advertising case histories which are used to illustrate the application of the various theories discussed, and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions.

Contents

PART I: OVERVIEW OF ADVERTISING AND PROMOTION; 1. What is Advertising and Promotion?; 2. Perspectives on Advertising; PART II: PLANNING CONSIDERATIONS; 3. What it Takes for Successful Advertising and Promotion to be Successful; 4. The Strategic Planning Process; PART III: LAYING THE FOUNDATION; 5. Target Audience Considerations; 6. Consumer Decision Making; 7. Positioning Strategy; 8. Communication Strategy; 9. Media Strategy; PART IV: MAKING IT WORK; 10. Processing the Message; 11. Creative Tactics; 12. Promotion Tactics; 13. Creative Execution; 14. Integrating Advertising and Promotion