num_pages: 364
description: 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 todo, 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 'CommunicationStrategy' 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 ofthe various theories discussed. Companion Web Accompanying the new edition will be a comprehensive companion web site containing, for Powerpoint slides and questions and exercises to test students; and for links to IPA case histories, web links, references to furtherreading, and questions and exercises.
language: English
title: Strategic Advertising Management
titlecomplete: Strategic Advertising Management
ratings_count: 25
publisher: Oxford University Press