Strategic advertising management. / Larry Percy, Richard Elliott.
Material type:
TextPublication details: Oxford ; New York, N.Y. : Oxford University Press, c2005.Edition: 2nd edDescription: xviii, 335 p.: ill. ; 25 cmISBN: - 0199274894
- 659.1 22
- HF5438.5.P475
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5438.5.P475 (Browse shelf(Opens below)) | Available | 6319/12 |
Includes bibliographical references and index.
Contents: 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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