TY  - BOOK
AU  - Percy,Larry
AU  - Elliott,Richard H.
TI  - Strategic advertising management
SN  - 9780199532575
U1  - 659.1 22
PY  - 2009///
CY  - Oxford
PB  - Oxford University Press
KW  - Sales promotion
KW  - Advertising
KW  - Management
KW  - Strategic planning
KW  - Communication in marketing
N1  - 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
ER  -