Strategic Advertising Management - Softcover

Percy, Larry; Elliott, Richard

 
9780199274895: Strategic Advertising Management
Softcover
ISBN 10: 0199274894 ISBN 13: 9780199274895
Verlag: Oxford University Press, 2005

Inhaltsangabe

The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an Advertising Management module. The authors look first at what advertising is meant to do, and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to now include expanded chapter introduction, explicit chapter objectives, and learning outcomes. The chapters on 'Communication Strategy' and 'Processing the Message' have been significantly expanded, as well as the material on Integrated marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed.Companion Web Site: Accompanying the new edition will be a comprehensive companion web site containing, for lecturers: Powerpoint slides and questions and exercises to test students; and for students: links to IPA case histories, web links, references to further reading, and questions and exercises.

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Über die Autorin bzw. den Autor


Larry Percy is Visiting Professor at the University of Oxford and an advertising communications consultant. He has worked for a number of leading advertising agencies in the United States, including Lintas and Young and Rubicam, and has taught marketing theory, advertising strategy, and advertising research at Carnegie-Mellon University and the University of Pittsburgh. He is the author of several other books on advertising and marketing communications and sits on the editorial board of a number of journals, including the Journal of Marketing Research. He is also a former Industry Director of the Association for Consumer Research in the United States.Richard Elliott is Professor of Marketing and Consumer Research, Warwick Business School, and prior to this was Professor of Marketing at the University of Exeter. He has worked in brand management with a number of multinationals and was formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Lancaster University, the London Business School, and the ESSEC in Paris. His research interests include socio-cultural aspects of advertising, dysfunctional consumer behaviour, and consumption and self-identity issues.

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Verlag
Oxford University Press
Erscheinungsdatum
2005
Sprache
Englisch
ISBN 10 
0199274894
ISBN 13 
9780199274895
Einband
Taschenbuch
Auflage
2
Anzahl der Seiten
335
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Ufficio Anagrafiche Messaggerie
ufficio.anagrafiche@meli.it

Via Verdi, 8
Assago Milano
20090
Italien

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