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Strategic Advertising Management
Taschenbuch von Larry Percy (u. a.)
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.
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
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Kartoniert / Broschiert
ISBN-13: 9780198835615
ISBN-10: 0198835612
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Percy, Larry
Rosenbaum-Elliott, Richard
Hersteller: Oxford University Press
Maße: 243 x 189 x 23 mm
Von/Mit: Larry Percy (u. a.)
Erscheinungsdatum: 16.02.2021
Gewicht: 0,958 kg
Artikel-ID: 118866813
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
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Kartoniert / Broschiert
ISBN-13: 9780198835615
ISBN-10: 0198835612
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Percy, Larry
Rosenbaum-Elliott, Richard
Hersteller: Oxford University Press
Maße: 243 x 189 x 23 mm
Von/Mit: Larry Percy (u. a.)
Erscheinungsdatum: 16.02.2021
Gewicht: 0,958 kg
Artikel-ID: 118866813
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