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Strategic Advertising Management
Author: Larry Percy

ISBN: 9780199605583
Format: Paperback
Number Of Pages: 450
Published: 10 April 2012
Country of Publication: GB
Dimensions (cm): 24.6 x 18.8 x 1.7
Integrating theory with application and presenting numerous real-life examples, Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website (coming soon) includes resources for students and instructors.

New to this Edition:

* Expanded coverage of new media throughout
* A section on advertising for social marketing
* Updated case studies and additional examples, including those dealing with new and social media
* A greater focus on ethics, which is now included in Chapter 1
* Expanded content on the Companion Website, including more cases and examples of print, TV, and Internet advertising, additional questions, and more video links

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