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Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide.

Print Price: $95.99

Format:
Paperback
488 pp.
189 mm x 246 mm

ISBN-13:
9780198835615

Copyright Year:
2021

Imprint: OUP UK


Strategic Advertising Management

Sixth Edition

Larry Percy and Richard Rosenbaum-Elliott

Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.

Using real world examples and 16 new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy.

With added coverage on social media, viral, and online advertising throughout, and a dedicated chapter on digital media, Strategic Advertising Management continues to offer the most current, comprehensive and complete guide to the rapidly evolving landscape of the advertising industry.

Digital formats and resources
The sixth edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources.
- The ebook offers a mobile experience and convenient access along with functionality tools, navigation features, and links that offer extra learning support: www.oxfordtextbooks.co.uk/ebooks
- This book is accompanied by the following online resources:

For students:
- Flashcard glossary
- Additional questions
- Further reading
- Web links
- Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries

For lecturers:
- Case study source links
- Suggested case histories from World Advertising Research Council
- Suggested classroom exercises
- PowerPoint slides
- Figures, tables, and adverts from the textbookWeb links

Readership : Marketing, advertising, or business undergraduates taking a second or third year module in advertising or marketing communications. Also relevant for MBA and postgraduate students taking a module in advertising and marketing communications.

Part One: overview of Advertising and Promotion
1. What are Advertising and Promotion?
2. Perspectives on Advertising
3. Advertising across Cultural Borders
Part Two: Planning Considerations
4. What it Takes for Successful Advertising and Promotion
5. The Strategic Planning Process
Part Three: Developing the Strategic Plan
6. Selecting the Target Audience
7. Understanding Target Audience Decision Making
8. Determining the Best Positioning
9. Developing a Communication Strategy
10. Media Strategy
11. Digital Media
Part Four: Making it Work
12. Processing the Message
13. Creative Tactics
14. Creative Execution
Part Five: Integrating Advertising and Promotion
15. Sales Promotion and Broader Communication Mix
16. Campaign Strategy

There are no Instructor/Student Resources available at this time.

Larry Percy is Visiting Professor of Marketing at the Turku School of Economics at the University of Turku.

Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research at the School of Management at the University of Bath.

Making Sense - Margot Northey

Special Features

  • A unique, systematic chapter framework offers a detailed guide to strategic advertising management.
  • Chapters balance theory with an international range of real-life examples, which are interwoven throughout, to give students a holistic appreciation of the strategic dimensions of advertising.
  • Provides a unique international perspective and review of different cultural concepts and theories, which equips students to be able to understand advertising in the context of global business management.
New to this Edition
  • Sixteen new case studies on topical advertising from an international range of brands and companies such as Monki (Sweden), Carlsberg (Denmark) Burger King (US) and Aperol (Italy).
  • New sections explore key areas such as the history of advertising, global cultural groups, gamification, music as a creative tactic, experiential marketing and campaign budgeting.
  • The latest developments in social media, viral, and online advertising are covered in the fully revised chapter on digital media. This chapter now also explores the possibility of diminished cognitive functioning with the use of smartphones and the consequential implications on strategic advertising.
  • Additional coverage on cultural value systems, decision roles involved in brand choice, positioning strategy, media vehicle selection, price promotions, the role of consciousness and attention; and executional considerations such as logos, slogans and taglines.