Download Ebook Strategic Advertising Management, by Larry Percy, Richard Elliott
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Strategic Advertising Management, by Larry Percy, Richard Elliott
Download Ebook Strategic Advertising Management, by Larry Percy, Richard Elliott
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Strategic Advertising Management presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together.
In this latest edition the topic of promotion has been woven throughout the text. A new chapter on message delivery has been introduced, looking at basic types of promotion as well as alternative ways of delivering advertising and promotion type messages, such as sponsorships and event marketing. A new chapter on understanding cultural differences has also been included for the new edition, giving consideration to issues of culture in respect of advertising strategy and execution. Case studies have been introduced to allow students to critically reflect on the material being covered in each chapter.
The online resource centre will be updated in line with the text. The features of this can be outlined as follows:
Student:
Online glossary
Additional questions
Further reading updates
Web links
Lecturer:
Suggested IPA case histories
Suggested classroom exercises
PowerPoint slides
- Sales Rank: #3194368 in Books
- Published on: 2009-02-15
- Original language: English
- Number of items: 1
- Dimensions: 7.40" h x 1.10" w x 9.60" l, 1.10 pounds
- Binding: Paperback
- 430 pages
Review
Strategic Advertising Manangement stands out from all the current marketing communication textbooks by taking an integrated approach. It is exceptional in showing how marketing communication planning informs and inspires the rhetorical strategy and creative executions of advertising and promotional campaigns. Poul Erik Flyyvholm Jorgensen, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus The third edition makes an excellent primer for students and managers wanting to understand the concepts and practices of advertising and promotion management. It explains the complexities of advertising management in a way that makes them accessible to students and practitioners alike. Peter Williams, Leeds Business School, Leeds Metropolitan University This is one of the most straightforward and focused advertising textbooks I have seen Evmorfia Argyriou, Aston Business School, Aston University
About the Author
Larry Percy is a Visiting Professor at the Copenhagen Business School and Stockholm University, and International Consultant in Marketing Communications and Brand Strategy. Richard Elliott is a Professor of Marketing and Consumer Research at the University of Bath School of Management, and Fellow of St Anne's College, Oxford.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Not Compatible Across all Kindle Readers
By M&M2
This review is on the compatibility of the ebook. If you plan on reading this book digitally across devices, I don't recommend the ebook version. It cannot be read on the kindle paper white or on the kindle cloud. I returned the electronic version and am now renting.
0 of 0 people found the following review helpful.
Bought it for class.
By Amazon Customer
The book is informational, but is quite a boring read. If I didn't have to take the class that required it, I would probably have never touched it.
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