机读格式显示(MARC)

• 000 01579cam a22003254a 4500

• 001 0000288552

• 003 OCoLC

• 005 20081114082300.0

• 008 050428s2001 enkaf b 001 0 eng

• 010 __ |a 2005012353

• 020 __ |a 0199274894

• 040 __ |a DLC |c DLC |d YDX |d BAKER |d OCL |d IXA

• 042 __ |a pcc

• 050 00 |a HF5438.5 |b .P475 2001b

• 082 00 |a 659.1 |2 22

• 090 __ |a F713.8/BP1.2

• 093 __ |a F713.8 |2 4

• 100 1_ |a Percy, Larry.

• 245 10 |a Strategic advertising management / |c Larry Percy, Richard Elliott.

• 250 __ |a 2nd ed.

• 260 __ |a Oxford ; |a New York, N.Y. : |b Oxford University Press, |c 2001.

• 300 __ |a xviii, 335 p., [10] p. plates : |b ill. ; |c 25 cm.

• 504 __ |a Includes bibliographical references and index.

• 505 0_ |a 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.

• 650 _0 |a Sales promotion.

• 650 _0 |a Advertising |x Management.

• 650 _0 |a Strategic planning.

• 650 _0 |a Communication in marketing.

• 700 1_ |a Elliott, Richard.

• 920 __ |a 233030 |z 2