STRATEGIC ADVERTISING MANAGEMENT

Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.

Using real world examples and case studies from a variety of international brands and companies, such as Samsung, McDonalds and Disney, the authors have created a resource that clearly illustrates how theory is put in to practice, and how strategic advertising operates in a global economy.

The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on 'Digital Media,' ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry.


Online Resource Centre

For Students:
Flashcard glossary
Additional questions
Further reading updates
Web links
Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries

For Lecturers:
Suggested IPA case histories
Suggested classroom exercises
PowerPoint slides

Larry Percy, Visiting Professor, Copenhagen Business School,Richard Rosenbaum-Elliott, Professor of Marketing and Consumer Research, University of Bath

Part One: overview of Advertising and Promotion
1. What are Advertising and Promotion?
2. Perspectives on Advertising
3. Advertising across Cultural Borders
Part Two: Planning Considerations
4. What it Takes for Successful Advertising and Promotion
5. The Strategic Planning Process
Part Three: 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. Media Strategy
11. Digital Media
Part Four: Making it Work
12. Processing the Message
13. Creative Tactics
14. Creative Execution
Part Five: Integrating Advertising and Promotion
15. Sales Promotion and Broader Communication Mix
16. Putting it All Together