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Strategic Advertising Management 2nd ed.

	Strategic Advertising Management 2Nd Ed. by Larry Percy
	Price : Rs 495.00
	Your Price : Rs 445.50

The second edition of percy and Elliott`s Strategic Advertising Management Continues to deal with advertising from a strategic, rather than simply a descriptive standpoint, and covers all the main topics on an advertising management module. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. Contents:- Part One: Overview of advertising and Promotion. 1.What are advertising and Promotion? 2.Perspectives on Advertising. Part Two: Planning Cosiderations. 3.What it Takes for Successful Advertising and Promotion. 4.The Strategic Planning Process. Part Three: Developing the Strategic Plan. 5.Selecting the Target Audience. 6.Understanding Target Audience Decision making. 7.Determining the Best Positioning. 8.Developing a Communication Strategy. 9.Setting a Media Strategy. Part Four: Making it work. 10.Processing the Message. 11.Creative Tactics. 12.Creative Execution. Part Five: Integrating Advertising and Promotion. 13.Promotion tactics. 14.Putting it All Together. ISBN 9780199274895

Pages : 320