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 Strategic Advertising Management New to this edition
- Expanded chapter introductions with chapter objectives and learning outcomes. - Includes additional material taking into account
Наименование:

Strategic Advertising Management

автор Percy L. издательство Oxford University Press Изучение английского языка
Cтраниц 364        мягкая обложка       
Аннотация:New to this edition - Expanded chapter introductions with chapter objectives and learning outcomes. - Includes additional material taking into account changes in, and current thinking about, the Internet and interactive media in general. - 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 ' Developing a 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. ONLINE RESOURCE CENTRE For lecturers: suggested classroom exercises, suggested IPA case histories. For students: glossary, further reading updates, questions. - Deals with advertising management from a strategic perspective. - Builds on both academic insights and real world experience to provide a useful blend of advertising theory and practice. - Numerous examples of successful advertising images and accompanying commentary.
Автор: Percy L.
Издательство: Oxford University Press
Год:2005
Цена:
4 руб
Нет в наличии
Поиск: Strategic Advertising Management
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