STRATEGIC ADVERTISING MANAGEMENT 6E P

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Sprache: Englisch

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Beschreibung

With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.

Über den Autor

Larry Percy, Visiting Professor of Marketing at the Turku School of Economics, University of Turku, Richard Rosenbaum-Elliott, Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath

Inhaltsverzeichnis

Part One: overview of Advertising and Promotion

1: What are Advertising and Promotion?

2: Perspectives on Advertising

3: Advertising across Cultural Borders

Part Two: Planning Considerations

4: What it Takes for Successful Advertising and Promotion

5: The Strategic Planning Process

Part Three: Developing the Strategic Plan

6: Selecting the Target Audience

7: Understanding Target Audience Decision Making

8: Determining the Best Positioning

9: Developing a Communication Strategy

10: Media Strategy

11: Digital Media

Part Four: Making it Work

12: Processing the Message

13: Creative Tactics

14: Creative Execution

Part Five: Integrating Advertising and Promotion

15: Sales Promotion and Broader Communication Mix

16: Campaign Strategy

Details

Erscheinungsjahr:	2021
Genre:	Importe
Rubrik:	Ratgeber
Medium:	Taschenbuch
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9780198835615
ISBN-10:	0198835612
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Al, Percy Et
Auflage:	6. Auflage
Hersteller:	ACADEMIC
Verantwortliche Person für die EU:	Deutsche Bibelgesellschaft, Postfach:81 03 40, D-70567 Stuttgart, vertrieb@dbg.de
Maße:	246 x 189 x 27 mm
Von/Mit:	Percy Et Al
Erscheinungsdatum:	16.02.2021
Gewicht:	0,954 kg