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Full Description
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
Contents
Part One: overview of Advertising and Promotion 1: What are Advertising and Promotion? 2: Perspectives on Advertising 3: Advertising across Cultural BordersPart Two: Planning Considerations 4: What it Takes for Successful Advertising and Promotion 5: The Strategic Planning ProcessPart 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 MediaPart Four: Making it Work 12: Processing the Message 13: Creative Tactics 14: Creative ExecutionPart Five: Integrating Advertising and Promotion 15: Sales Promotion and Broader Communication Mix 16: Campaign Strategy
