Strategic Advertising Management - Softcover

Continues to be the best source for conducting a university course on advertising management. The chapters unfold like a set of Chinese boxes, presenting a system of coherent rationales from a foundation of sound theoretical perspectives. This is a book that my students always rely on. (Professor Erik Flyvholm Jorgensen, Department of Business Communication, Aarhus University, Denmark)

Strategic Advertising Management by Larry Percy and Richard Rosenbaum-Elliott goes from strength to strength and remains the best source for conducting a university course on advertising management. The chapters unfold like a set of Chinese boxes, presenting a system of coherent rationales from a foundation of sound theoretical perspectives. This is a book which my students always rely on. (Poul Erik Flyvholm Jørgensen, Aarhus University)

A very good book! My new benchmark for books on advertising management! (Philipp Johannes Nolte, Heinrich-Heine Universität Düsseldorf)

Excellent value, terrific and relevant content (Guy Parrott, The University of Bedfordshire)

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