Strategic Advertising Management
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Product details:
- Edition number 6
- Publisher OUP Oxford
- Date of Publication 16 February 2021
- ISBN 9780198835615
- Binding Paperback
- No. of pages504 pages
- Size 246x190x20 mm
- Weight 978 g
- Language English 63
Categories
Short description:
With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.
MoreLong description:
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 16 new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy.
With added coverage on social media, viral, and online advertising throughout, and a dedicated chapter on digital media, Strategic Advertising Management continues to offer the most current, comprehensive and complete guide to the rapidly evolving landscape of the advertising industry.
Digital formats and resources
The sixth edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources.
- The ebook offers a mobile experience and convenient access along with functionality tools, navigation features, and links that offer extra learning support: www.oxfordtextbooks.co.uk/ebooks
This book is accompanied by the following online resources:
For students:
Flashcard glossary
Additional questions
Further reading
Web links
Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries
For lecturers:
Case study source links
Suggested case histories from World Advertising Research Council
Suggested classroom exercises
PowerPoint slides
Figures, tables, and adverts from the textbookWeb links
This is probably the best text on the market for both coverage and depth of analysis.
Table of Contents:
Part One: overview of Advertising and Promotion
What are Advertising and Promotion?
Perspectives on Advertising
Advertising across Cultural Borders
Part Two: Planning Considerations
What it Takes for Successful Advertising and Promotion
The Strategic Planning Process
Part Three: Developing the Strategic Plan
Selecting the Target Audience
Understanding Target Audience Decision Making
Determining the Best Positioning
Developing a Communication Strategy
Media Strategy
Digital Media
Part Four: Making it Work
Processing the Message
Creative Tactics
Creative Execution
Part Five: Integrating Advertising and Promotion
Sales Promotion and Broader Communication Mix
Campaign Strategy
