TY - BOOK ID - 26022618 TI - Strategic advertising management AU - Percy, Larry AU - Rossiter, John R. AU - Elliott, Richard PY - 2002 SN - 0198782322 9780198782322 9781684696543 PB - Oxford Oxford University Press DB - UniCat KW - Sales promotion KW - Advertising KW - Strategic planning KW - Communication in marketing KW - Commerce KW - Business & Economics KW - Marketing & Sales KW - Marketing KW - Goal setting (Strategic planning) KW - Planning, Strategic KW - Strategic intent (Strategic planning) KW - Strategic management KW - Planning KW - Business planning KW - Ads KW - Advertisements KW - Advertising, Consumer KW - Advertising, Retail KW - Advertising, Store KW - Commercial speech KW - Consumer advertising KW - Retail advertising KW - Speech, Commercial KW - Store advertising KW - Business KW - Industrial publicity KW - Retail trade KW - Advertisers KW - Branding (Marketing) KW - Propaganda KW - Public relations KW - Publicity KW - Selling KW - Management KW - Marketingcommunicatie KW - Reclame KW - Advertising. Public relations KW - #SBIB:023.AANKOOP KW - #SBIB:309H2810 KW - 658.81.5 KW - 659.1 KW - 659.1 Publicity. Advertising KW - Publicity. Advertising KW - Advertising management KW - Organisatorische aspecten van het reclamewezen KW - Reclame. Advertising. Merchandising KW - Advertising - Management KW - Strategic planning. KW - Sales promotion. KW - Communication in marketing. KW - Management. UR - https://www.unicat.be/uniCat?func=search&query=sysid:26022618 AB - This is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising. Percy, Rossiter, and Elliott deal with advertising from a strategic rather than simply a descriptive standpoint, starting out with a broad look at what advertising is meant to do and then going on to provide the reader with an understanding of what it takes to develop effective advertising and promotion. The book contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advert. There are also a number of extended advertising case histories which are used to illustrate the application of the various theories discussed, and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions. ER -