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Strategic Advertising Management
Author: Richard Rosenbaum-Elliott
Publisher:
Published: 2020-12-25
Total Pages: 498
ISBN-13: 0198835612
DOWNLOAD EBOOK →With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.
The Blueprint for Strategic Advertising
Author: Margo Berman
Publisher: Routledge
Published: 2016-07-01
Total Pages: 224
ISBN-13: 1317211626
DOWNLOAD EBOOK →The Blueprint for Strategic Advertising’s step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again. This useful guide will concentrate on how strategy is integrated into visual and verbal ideation. Berman’s compact, content-rich guide offers chapters detailing social media, user-centered interactive advertising, and presentation strategy, closing with the creation of a "blueprint" to strategizing globally. Features include a handy reference guide to powerful strategizing, an exploration of strategies for myriad media and messaging vehicles, and an examination of the strategic implementation of the visual and verbal union. This guide will be useful to students in advertising, marketing, and business courses as well as advertising professionals and entrepreneurs, outside the classroom.
Strategic Advertising Management
Author: Larry Percy
Publisher: Oxford University Press, USA
Published: 2001
Total Pages: 328
ISBN-13:
DOWNLOAD EBOOK →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 firstly address 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 include expanded chapter introductions and explicit key concepts. The chapters on 'Developing a Communication Strategy' and 'Processing the Message' have been significantly expanded, as has the concluding part-'Integrating Advertising and Promotion'. 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. Accompanying the new edition is a companion web site containing, for lecturers: PowerPoint slides with selected figures from the text and suggested classroom exercises; and for students: web links and additional questions. Book jacket.
Strategic Brand Management
Author: Richard H. Elliott
Publisher: Oxford University Press, USA
Published: 2007
Total Pages: 283
ISBN-13: 0199260001
DOWNLOAD EBOOK →Approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. This book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.
Strategic Marketing
Author: Douglas West
Publisher: Oxford University Press, USA
Published: 2010-03-25
Total Pages: 613
ISBN-13: 0199556601
DOWNLOAD EBOOK →This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.
Strategic Advertising Mechanisms
Author: Jorge David Fernández Gómez
Publisher: Intellect (UK)
Published: 2021-09-27
Total Pages: 176
ISBN-13: 9781789384307
DOWNLOAD EBOOK →An academic review of the major marketing techniques that transformed advertising communication forever. This book takes an in-depth look at the most important and transcendent strategic advertising mechanisms to emerge in the twentieth century. Charting trends in classic advertising methodologies, the author explores key concepts from Rosser Reeves's unique selling proposition and Procter & Gamble's copy strategy to influential modern approaches including Kevin Roberts's Lovemarks and Douglas Holt's iconic brand framework. It also considers European mechanisms, including Jacques Séguéla's star strategy and Henri Joannis' psychological axis theory. Practitioners, researchers, scholars, and students will find much to gain from this rich exploration of the strategies that shaped modern advertising and the figures behind them.
Strategic Integrated Marketing Communications
Author: Larry Percy
Publisher: Routledge
Published: 2014-06-27
Total Pages: 335
ISBN-13: 1136776206
DOWNLOAD EBOOK →An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Advertising Management
Author: Donald W Jugenheimer
Publisher: Routledge
Published: 2014-12-18
Total Pages: 318
ISBN-13: 1317477642
DOWNLOAD EBOOK →This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on 'managing yourself' and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.
Strategic Advertising Management
