Strategic advertising management /
Percy, Larry.
Strategic advertising management / Larry Percy, Richard Elliott. - 3rd edition. - Oxford : Oxford University Press, 2009. - xviii, 424 p. : ill. (some col.) ; 25 cm.
Previous ed.: 2005.
Includes bibliographical references, glossary of terms and index.
Overview of advertising and promotion - Planning considerations - Developing the strategic plan - Making it work - Integrating advertising and promotion.
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then they provide the reader with the keys to developing effective advertising and promotion campaigns.
9780199532575 (pbk.) : £34.99 0199532575 (pbk.) : £34.99
Sales promotion.
Advertising--Management.
Strategic planning.
659.1
Strategic advertising management / Larry Percy, Richard Elliott. - 3rd edition. - Oxford : Oxford University Press, 2009. - xviii, 424 p. : ill. (some col.) ; 25 cm.
Previous ed.: 2005.
Includes bibliographical references, glossary of terms and index.
Overview of advertising and promotion - Planning considerations - Developing the strategic plan - Making it work - Integrating advertising and promotion.
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then they provide the reader with the keys to developing effective advertising and promotion campaigns.
9780199532575 (pbk.) : £34.99 0199532575 (pbk.) : £34.99
Sales promotion.
Advertising--Management.
Strategic planning.
659.1