00000cam a22000003i 4500 UP-1685594773862117973 Buklod 20240502125422.0 ta rb |||| u| ta 180612s2012 xx af rb |||1 u|eng d 9780199605583 (pbk.) (iLib)UPBAG-00031372845 GRC-3574 Mind Mover Php4,188.00 IM Faculty DLC BAG rda eng HF 5438.5 P47 2012 Percy, Larry author. Strategic advertising management Larry Percy, Richard Rosenbaum-Elliott. Fourth edition. Oxford, United Kingdom Oxford University Press [2012] xxiii, 389 pages, 20 unnumbered pages of color plates illustrations 25 cm text rdacontent unmediated rdamedia volume rdacarrier "Full versions of the case studies used in this book are available online at Warc (www.warc.com)"--Page [xi] "An online resource centre accompanies this title with additional resources for students and lecturers ..."--Page 4 of cover. Includes bibliographical references and index. Pt. 1 Overview of advertising and promotion -- 1 What are advertising and promotion? -- 2 Perspectives on advertising -- 3 Advertising across cultural borders -- pt. 2 Planning considerations -- 4 What it takes for successful advertising and promotion -- 5 The strategic planning process -- pt. 3 Developing the strategic plan -- 6 Selecting the target audience -- 7 Understanding the best positioning -- 8 Determining the Best Positioning -- 9 Developing a communications strategy -- 10 Setting the media strategy -- pt. 4 Making IT work -- 11 Processing the message -- 12 Creative tactics -- 13. Creative execution -- pt. 5 Integrating advertising and promotion -- 14 Sales promotion and broader communication mix -- 15 Putting it all together. Sales promotion. Advertising Management. Strategic planning. Communication in marketing. Sales promotion Case studies. Advertising Management Case studies. Strategic planning Case studies. Communication in marketing Case studies. Elliott, Richard, Rosenbaum author. FO UPBAG GRC HF 5438.5 P47 2012 Book