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01504nam a2200265 a 4500 |
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543809 |
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20171111230008.0 |
| 008 |
050428s2005 enka b 001 0 eng |
| 020 |
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|a 9780199274895
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| 040 |
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|a DLC
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| 050 |
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|a HF5438.5
|b .P475 2005
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| 082 |
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|2 22
|a 659.1
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| 100 |
1 |
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|a Percy, Larry.
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| 245 |
1 |
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|a Strategic advertising management /
|c Larry Percy, Richard Elliott.
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| 250 |
1 |
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|a 2nd ed.
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| 260 |
1 |
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|a Oxford :
|b Oxford University Press,
|c c2005.
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| 300 |
1 |
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|a xviii, 335 p., 10 p. of col. plates :
|b ill. ;
|c 25 cm.
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| 504 |
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|a Includes bibliographical references and index.
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| 504 |
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|a Includes bibliographical references and index.
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| 505 |
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|a 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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| 650 |
1 |
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|a Sales promotion
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| 650 |
1 |
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|a Advertising
|x Management
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| 650 |
1 |
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|a Strategic planning
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| 700 |
1 |
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|a Elliott, Richard
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| 952 |
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|a GrThPMO
|b 59b00bc46c5ad17d7e5aaf97
|c 952a
|d 9528
|e HF5438.5.P475 2005
|t 14
|x m
|z Books
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