Strategic advertising management
Percy, L.|Rossieter, J.R.|Elliot, R.
Strategic advertising management - New York Oxford University Press 2001 - xxi, 288p.
Covers integrated marketing communications and combining empirical research with a wider perspective on the social and cultural aspects of advertising. Deal with advertising from a strategic rather than a descriptive standpoint, starting out with a broad look at what advertising is meant to do and discusses what it takes to develop effective advertising and promotion. Uses a number of extended advertising case studies that are used to illustrate the application of the various theories discussed and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions.
0-19-878232-2
Advertising|Organization & Administration
HF 5438.5.P475 2001
Strategic advertising management - New York Oxford University Press 2001 - xxi, 288p.
Covers integrated marketing communications and combining empirical research with a wider perspective on the social and cultural aspects of advertising. Deal with advertising from a strategic rather than a descriptive standpoint, starting out with a broad look at what advertising is meant to do and discusses what it takes to develop effective advertising and promotion. Uses a number of extended advertising case studies that are used to illustrate the application of the various theories discussed and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions.
0-19-878232-2
Advertising|Organization & Administration
HF 5438.5.P475 2001