Strategic Advertising Management, Percy, Larry (Visiting Professor, University of Ox
Новое издание
Автор: Larry Percy, Richard Elliott Название: Strategic Advertising Management 2ed ISBN: 0199274894 ISBN-13(EAN): 9780199274895 Издательство: Oxford Academ Цена: 5384.00 р. Наличие на складе: Поставка под заказ. Описание: Deals with advertising management from a strategic perspectiveBuilds on both academic insights and real world experience to provide a useful blend of advertising theory and practiceEuropean focusNumerous examples of successful advertising images and accompanying commentaryCompanion web site including for lecturers: PowerPoint slides and questions and exercises to test students; and for students: links to IPA case histories, web links, references to further reading, and questions and exercisesNew to this editionExpanded chapter introductions with chapter objectives and learning outcomes.Significantly expanded chapter on 'Communication Strategy', including a more detailed discussion of the Rossiter and Percy Grid.Significantly expanded chapter on 'Processing the Message', especially the areas of emotion and memory.Inclusion of business-to-business examples.Includes additional material taking into account changes in, and current thinking about, the Internet and interactive media in general.An umbrella model tying together the strategic planning process.Extensive new material on positioning.New insights into learning and memory resulting from recent developments in neuropsychology.Expanded discussion of the role emotion plays in advertising.Clear advice on the strategic as well as creative implications of the brand attitude strategy grid.An extensive glossary of key terms. The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an advertising management module. The authors look first at what advertising is meant to do and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to now include expanded chapter introductions, explicit chapter objectives and learning outcomes, as well as additional important readings to supplement each chapter. The chapters on 'Communication Strategy' and 'Processing the Message' have been significantly expanded with recent leading-edge thinking, as well as new material on Integrated Marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. COMPANION WEB SITE: Accompanying the new edition will be a comprehensive companion web site containing, for lecturers: PowerPoint slides and questions and exercises to test students; and for students: links to IPA case histories, web links, references to further reading, and questions and exercises
Автор: Larry Percy, Richard Elliott Название: Strategic Advertising Management 2ed ISBN: 0199274894 ISBN-13(EAN): 9780199274895 Издательство: Oxford Academ Цена: 5384.00 р. Наличие на складе: Поставка под заказ.
Описание: Deals with advertising management from a strategic perspectiveBuilds on both academic insights and real world experience to provide a useful blend of advertising theory and practiceEuropean focusNumerous examples of successful advertising images and accompanying commentaryCompanion web site including for lecturers: PowerPoint slides and questions and exercises to test students; and for students: links to IPA case histories, web links, references to further reading, and questions and exercisesNew to this editionExpanded chapter introductions with chapter objectives and learning outcomes.Significantly expanded chapter on 'Communication Strategy', including a more detailed discussion of the Rossiter and Percy Grid.Significantly expanded chapter on 'Processing the Message', especially the areas of emotion and memory.Inclusion of business-to-business examples.Includes additional material taking into account changes in, and current thinking about, the Internet and interactive media in general.An umbrella model tying together the strategic planning process.Extensive new material on positioning.New insights into learning and memory resulting from recent developments in neuropsychology.Expanded discussion of the role emotion plays in advertising.Clear advice on the strategic as well as creative implications of the brand attitude strategy grid.An extensive glossary of key terms. The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an advertising management module. The authors look first at what advertising is meant to do and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to now include expanded chapter introductions, explicit chapter objectives and learning outcomes, as well as additional important readings to supplement each chapter. The chapters on 'Communication Strategy' and 'Processing the Message' have been significantly expanded with recent leading-edge thinking, as well as new material on Integrated Marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. COMPANION WEB SITE: Accompanying the new edition will be a comprehensive companion web site containing, for lecturers: PowerPoint slides and questions and exercises to test students; and for students: links to IPA case histories, web links, references to further reading, and questions and exercises
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Описание: The text is a European adaptation of our current US book: Strategic Market Management, 9th Edition by David Aaker. This new edition is a mainstream textsuitable for all business students studying strategy and marketingcourses.
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