Percy, Larry. creator Elliott, Richard. text bibliography enk Oxford New York, N.Y Oxford University Press c2005 2005 2nd ed. monographic eng

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xviii, 335 p.: ill. ; 25 cm. 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. Larry Percy, Richard Elliott. Includes bibliographical references and index. Sales promotion Advertising Management Strategic planning Communication in marketing HF5438.5.P475 659.1 0199274894 2005012353 http://www.loc.gov/catdir/toc/ecip0511/2005012353.html http://www.loc.gov/catdir/enhancements/fy0639/2005012353-d.html http://www.loc.gov/catdir/enhancements/fy0725/2005012353-b.html http://www.loc.gov/catdir/toc/ecip0511/2005012353.html http://www.loc.gov/catdir/enhancements/fy0639/2005012353-d.html http://www.loc.gov/catdir/enhancements/fy0725/2005012353-b.html DLC 050428 20210414114144.0 13945902