Strategic Advertising Management | Business Trove

Strategic Advertising Management (Sixth Edition)  

Larry Percy and Richard Rosenbaum-Elliott
Published in Print:16 February 2021 Published Online:31 August 2023
ISBN:9780198835615
Publisher:Oxford University Press

Abstract

Strategic Advertising Management is made up of five parts. The first part acts as an overview of advertising and promotion, and asks what is advertising and promotion? It looks at advertising across cultural borders. The next part is about planning considerations. The third part looks at developing a strategic plan. It talks about selecting the target audience, understanding their decision-making processes, determining the best position, developing a communication strategy, the media strategy, and digital media. Part Four is about how to make the strategy work. It looks at creative tactics and execution. The last part covers integrating advertising and promotion.

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