01986cam a22003614a 4500 13945902 20210414114144.0 050428s2005 enka b 001 0 eng 2005012353 0199274894 DLC DLC DLC pcc HF5438.5.P475 659.1 22 Percy, Larry. Strategic advertising management. / Larry Percy, Richard Elliott. 2nd ed. Oxford ; New York, N.Y. : Oxford University Press, c2005. xviii, 335 p.: ill. ; 25 cm. 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. Sales promotion. Advertising Management. Strategic planning. Communication in marketing. Elliott, Richard. Table of contents only http://www.loc.gov/catdir/toc/ecip0511/2005012353.html Publisher description http://www.loc.gov/catdir/enhancements/fy0639/2005012353-d.html Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0725/2005012353-b.html 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 2403 9903 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2012-10-08 0 HF5438.5.P475 6319/12 2012-10-08 00:00:00 2012-10-08 BK