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Strategic Advertising Management by Richard Rosenbaum-Elliott, Larry Percy (Paperback, 2008)

The_Book_Fountain (183563)

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About this product

Product Information

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

Product Identifiers

PublisherOxford University Press

ISBN-139780199532575

eBay Product ID (ePID)94503883

Product Key Features

Number of Pages448 Pages

Publication NameStrategic Advertising Management

LanguageEnglish

SubjectManagement, Advertising, Marketing

Publication Year2008

TypeTextbook

AuthorRichard Rosenbaum-Elliott, Larry Percy

FormatPaperback

Dimensions

Item Height245 mm

Item Weight988 g

Item Width189 mm

Additional Product Features

Country/Region of ManufactureUnited Kingdom

Title_AuthorRichard Rosenbaum-Elliott, Larry Percy