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Strategic advertising management / Larry Percy, Richard Elliott.

By: Percy, LarryContributor(s): Elliott, Richard, 1950-Material type: TextTextPublication details: Oxford : Oxford University Press, 2009Edition: 3rd editionDescription: xviii, 424 p. : ill. (some col.) ; 25 cmISBN: 9780199532575 (pbk.) :; 0199532575 (pbk.) :Subject(s): Sales promotion | Advertising -- Management | Strategic planningDDC classification: 659.1
Contents:
Overview of advertising and promotion - Planning considerations - Developing the strategic plan - Making it work - Integrating advertising and promotion.
Summary: 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.
Holdings
Item type Current library Home library Shelving location Class number Status Date due Barcode Item reservations
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 659.1 PER (Browse shelf(Opens below)) Available 05812070
Total reservations: 0

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.

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