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01400nam a2200229 a 4500 |
| 001 |
705170 |
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20171111231045.0 |
| 008 |
090831s2005 enka b 001 0 eng d |
| 020 |
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|a 9780199274895
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| 082 |
0 |
4 |
|2 22
|a 659.1
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| 100 |
1 |
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|a Percy, Larry
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| 245 |
1 |
0 |
|a Strategic advertising management /
|c Larry Percy, Richard Elliott
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| 250 |
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|a 2nd ed.
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| 260 |
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|a Oxford ;
|b Oxford University Press,
|c c2005
|a New York, N.Y. :
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| 300 |
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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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| 505 |
0 |
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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 |
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0 |
|a Sales promotion
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| 650 |
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0 |
|a Advertising
|x Management
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| 650 |
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0 |
|a Strategic planning
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| 700 |
1 |
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|a Elliott, Richard H.
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| 952 |
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|a GR-ThIHU
|b 59cc211d6c5ad13446f89c30
|c 998a
|d 945l
|e 659.1 PER
|t 1
|x m
|z Books
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