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Online Public Access Catalogue

题名/责任者:

Strategic advertising management / Larry Percy, Richard Elliott.

版本说明:

2nd ed.

出版发行项:

Oxford ; New York, N.Y. : Oxford University Press, 2001.

ISBN:

0199274894

载体形态项:

xviii, 335 p., [10] p. plates : ill. ; 25 cm.

个人责任者:

Percy, Larry.

附加个人名称:

Elliott, Richard.

论题主题:

Sales promotion.

论题主题:

Advertising-Management.

论题主题:

Strategic planning.

论题主题:

Communication in marketing.

中图法分类号:

F713.8

书目附注:

Includes bibliographical references and index.

内容附注:

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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