Atjaunināt sīkdatņu piekrišanu

Strategic Advertising Management 5th Revised edition [Mīkstie vāki]

3.26/5 (28 ratings by Goodreads)
(Visiting Professor, Copenhagen Business School), (Professor of Marketing and Consumer Research, University of Bath)
  • Formāts: Paperback / softback, 456 pages, height x width x depth: 247x205x18 mm, weight: 985 g
  • Izdošanas datums: 05-May-2016
  • Izdevniecība: Oxford University Press
  • ISBN-10: 0198703651
  • ISBN-13: 9780198703655
Citas grāmatas par šo tēmu:
  • Mīkstie vāki
  • Cena: 78,55 €*
  • * Šī grāmata vairs netiek publicēta. Jums tiks paziņota lietotas grāmatas cena
  • Šī grāmata vairs netiek publicēta. Jums tiks paziņota lietotas grāmatas cena.
  • Daudzums:
  • Ielikt grozā
  • Pievienot vēlmju sarakstam
Strategic Advertising Management 5th Revised editionPalielināt
  • Formāts: Paperback / softback, 456 pages, height x width x depth: 247x205x18 mm, weight: 985 g
  • Izdošanas datums: 05-May-2016
  • Izdevniecība: Oxford University Press
  • ISBN-10: 0198703651
  • ISBN-13: 9780198703655
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780198703655.html
Keywords:
Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.

Using real world examples and case studies from a variety of international brands and companies, such as Samsung, McDonalds and Disney, the authors have created a resource that clearly illustrates how theory is put in to practice, and how strategic advertising operates in a global economy.

The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on 'Digital Media,' ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry.



Online Resource Centre

For Students: Flashcard glossary Additional questions Further reading updates Web links Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries

For Lecturers: Suggested IPA case histories Suggested classroom exercises PowerPoint slides

Recenzijas

Continues to be the best source for conducting a university course on advertising management. The chapters unfold like a set of Chinese boxes, presenting a system of coherent rationales from a foundation of sound theoretical perspectives. This is a book that my students always rely on. * Professor Erik Flyvholm Jorgensen, Department of Business Communication, Aarhus University, Denmark * Strategic Advertising Management by Larry Percy and Richard Rosenbaum-Elliott goes from strength to strength and remains the best source for conducting a university course on advertising management. The chapters unfold like a set of Chinese boxes, presenting a system of coherent rationales from a foundation of sound theoretical perspectives. This is a book which my students always rely on. * Poul Erik Flyvholm Jųrgensen, Aarhus University * A very good book! My new benchmark for books on advertising management! * Philipp Johannes Nolte, Heinrich-Heine Universität Düsseldorf * Excellent value, terrific and relevant content * Guy Parrott, The University of Bedfordshire *

List of Case Studies
xi
List of Tables
xiii
List of Figures
xv
List of Boxes
xvii
List of Adverts
xviii
How to use this Book xx
Guide to the Online Resource Centre xxii
PART 1 Overview of Advertising and Promotion
1(60)
1 What are Advertising and Promotion?
3(23)
Defining Advertising and Promotion
4(1)
The Role of Advertising
5(1)
A Closer Look at Advertising
5(7)
A Closer Look at Promotion
12(1)
Advertising and Promotion in Social Media
13(1)
Advertising and the Consumer
14(2)
Ethics and Advertising
16(2)
Criticism of Advertising
18(8)
2 Perspectives on Advertising
26(14)
Audiences and Individuals
26(9)
Implications for Advertising Strategy
35(5)
3 Advertising across Cultural Borders
40(21)
Convergence or Divergence
41(1)
Basic Sources of Different Cultural Assumptions
42(2)
Cognitive Organization and Cultural Values
44(3)
Cultural Differences and Values in Advertising
47(3)
Brand Perceptions across Cultures
50(2)
Some Implications for Advertising Management
52(9)
PART 2 Planning Considerations
61(38)
4 What it Takes for Successful Advertising and Promotion
63(14)
The Communication Response Sequence
64(3)
Planning Overview
67(3)
The Advantage of Sequential Planning
70(2)
Relating Objectives and Goals to the Communication Response Sequence
72(5)
5 The Strategic Planning Process
77(22)
Review the Marketing Plan First
78(2)
Implement the Five-Step Strategic Planning Process
80(19)
PART 3 Developing the Strategic Plan
99(148)
6 Selecting the Target Audience
101(25)
Target Audience Groupings
102(3)
Loyalty in Target Audience Selection
105(2)
Cost Implications in Selecting a Target Audience
107(1)
Profiling a Target Audience
108(10)
Target Audience and Strategy
118(8)
7 Understanding Target Audience Decision Making
126(16)
Developing a Model of Target Audience Decision Making
128(14)
8 Determining the Best Positioning
142(26)
Marketing Mix
143(3)
Identifying and Defining the Market
146(6)
Seeking a Differential Advantage
152(11)
Effective Positioning
163(5)
9 Developing a Communication Strategy
168(40)
Setting Communication Objectives
170(6)
Brand Awareness and Brand Attitude Strategy
176(9)
Importance of Involvement and Motivation
185(17)
Promotion Strategy
202(6)
10 Setting a Media Strategy
208(21)
Target Audience Media Choice
210(1)
Linear versus Non-linear Media
210(1)
Target Audience Factors and Brand Ecology
210(2)
Media Concepts
212(2)
Media Strategy Decisions
214(2)
Selecting Media
216(5)
Selecting Media Vehicles
221(1)
Scheduling Media
222(1)
Evaluating the Efficiency of Media Strategy
223(6)
11 Digital Media
229(18)
Internet
230(4)
Programmatic Buying
234(2)
Social Media
236(4)
Mobile Marketing
240(7)
PART 4 Making it Work
247(112)
12 Processing the Message
249(35)
What do we Mean by Processing?
250(14)
Cognitive Responses in Processing
264(6)
Emotion
270(6)
Processing and Digital Media
276(8)
13 Creative Tactics
284(39)
Tactics for Attention
285(6)
Tactics for Learning
291(9)
Minimizing Problems with Memory
300(1)
Brand Awareness and Brand Attitude Creative Tactics
301(22)
14 Creative Execution
323(36)
Creating Advertising
324(1)
Creative Idea
325(2)
Creative Execution and Decision Roles
327(2)
Consistency in Creative Executions
329(5)
Briefing the Creatives
334(5)
Creative Research
339(6)
Social Marketing Communication
345(14)
PART 5 Integrating Advertising und Promotion
359(54)
15 Sales Promotion and Broader Communication Mix
361(27)
Sales Promotion
362(11)
Public Relations and Sponsorships
373(3)
Personal Selling and Trade Shows
376(2)
Product Placement
378(2)
Content Marketing
380(1)
Packaging
380(1)
Channels Marketing
381(7)
16 Campaign Strategy
388(25)
Campaign Planning
389(8)
Advantages of Using Advertising and Promotion Together
397(3)
Finalizing Media Strategy
400(4)
Monitoring the Campaign
404(9)
Glossary 413(4)
Index 417
Larry Percy has worked in both the 'real world' of advertising and marketing as well as in the academic world. He is currently a consultant in marketing and communication. In addition to his consulting, Dr. Percy holds an appointment as Professor of Marketing at the Copenhagen Business School. Over the years, he has taught in a number of graduate programs at top U.S. and European business schools, including the University of Pittsburgh's Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics.



Professor Richard Elliott is Professor Emeritus of Marketing and Consumer Research at the University of Bath