Strategic advertising management
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
| Otros Autores: | , |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Oxford :
Oxford University Press
2023.
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| Edición: | Sixth edition |
| Colección: | Business trove.
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009428804206719 |
Tabla de Contenidos:
- Part one Overview of advertising and promotion
- 1. What is advertising and promotion?
- 2. Perspectives on advertising
- Part two Planning considerations
- 3. What it takes for successful advertising and promotion
- 4. The strategic planning process
- Part three Laying the foundation
- 5. Target audience considerations
- 6. Consumer decision-making
- 7. Positioning strategy
- 8. Communication strategy
- 9. Media strategy
- Part four Making it work
- 10. Processing the message
- 11. Creative tactics
- 12. Promotion tactics
- 13. Creative execution
- 14. Integrating advertising and promotion
- Index.
