Strategic advertising management / Larry Percy, Richard Elliott.

By:

Percy, Larry

Contributor(s):

Material type: Text

TextPublication details: Oxford ; New York, N.Y. : Oxford University Press, 2001.Edition: 2nd edDescription: xviii, 335 p., [10] p. plates : ill. ; 25 cmISBN:

0199274894

Subject(s):

DDC classification:

659.1 22

LOC classification:

HF5438.5 .P475 2001b

Contents:

Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together.

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode
Books	Chinhoyi University of Technology Libraries	Chinhoyi University of Technology Libraries	HF 5438.2 PER (Browse shelf(Opens below))	c.024586	Available		BK00337731

Includes bibliographical references and index.

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