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Strategic advertising management / Larry Percy, Richard Elliott.

By: Contributor(s): Material type: TextTextPublication details: Oxford : Oxford University Press, 2009.Edition: 3rd edDescription: xviii, 424 p. : ill. (some col.) ; 25 cmISBN:
  • 9780199532575
Subject(s): DDC classification:
  • 659.1 22
Contents:
Pt. 1. Overview of Advertising and Promotion -- 1. What are Advertising and Promotion? -- 2. Perspectives on Advertising -- 3. Advertising across Cultural Borders -- Pt. 2. Planning Considerations -- 4. What it Takes for Successful Advertising and Promotion -- 5. The Strategic Planning Process -- Pt. 3. Developing the Strategic Plan -- 6. Selecting the Target Audience -- 7. Understanding Target Audience Decision Making -- 8. Determining the Best Positioning -- 9. Developing a Communication Strategy -- 10. Setting a Media Strategy -- Pt. 4. Making it Work -- 11. Processing the Message -- 12. Creative Tactics -- 13. Creative Execution -- Pt. 5. Integrating Advertising and Promotion -- 14. Sales Promotion and Broader Communication Mix -- 15. Putting it All Together.
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Holdings
Item type Current library Home library Collection Shelving location Call number Copy number Status Date due Barcode Item holds
Open Collection Open Collection FIRST CITY UNIVERSITY COLLEGE FIRST CITY UNIVERSITY COLLEGE Open Collection FCUC Library 659.1 PER 2009 (Browse shelf(Opens below)) 1 Available 00021260
Total holds: 0

Includes bibliographical references and index.

Pt. 1. Overview of Advertising and Promotion -- 1. What are Advertising and Promotion? -- 2. Perspectives on Advertising -- 3. Advertising across Cultural Borders -- Pt. 2. Planning Considerations -- 4. What it Takes for Successful Advertising and Promotion -- 5. The Strategic Planning Process -- Pt. 3. Developing the Strategic Plan -- 6. Selecting the Target Audience -- 7. Understanding Target Audience Decision Making -- 8. Determining the Best Positioning -- 9. Developing a Communication Strategy -- 10. Setting a Media Strategy -- Pt. 4. Making it Work -- 11. Processing the Message -- 12. Creative Tactics -- 13. Creative Execution -- Pt. 5. Integrating Advertising and Promotion -- 14. Sales Promotion and Broader Communication Mix -- 15. Putting it All Together.

L00598 28/01/10 BUS BCL

00005613 02/03/10