Percy, Larry. <br/><br/>
Strategic advertising management / 
Larry Percy, Richard Elliott. 
 - 3rd edition. 
 - Oxford :  Oxford University Press,  2009. 
 - xviii, 424 p. :  ill. (some col.) ;  25 cm. 
<br/><br/> Previous ed.: 2005. 
<br/><br/>Includes bibliographical references, glossary of terms and index. 
<br/><br/>Overview of advertising and promotion - Planning considerations - Developing the strategic plan - Making it work - Integrating advertising and promotion. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780199532575 (pbk.) :  £34.99 0199532575 (pbk.) :  £34.99 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Sales promotion.<br/>Advertising--Management.<br/>Strategic planning.
<br/><br/><label>Dewey Class. No.: </label>659.1