Percy, L.|Rossieter, J.R.|Elliot, R. <br/><br/>
Strategic advertising management 

 - New York  Oxford University Press  2001 
 - xxi, 288p. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0-19-878232-2 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising|Organization & Administration
<br/><br/><label>LC Class. No.: </label>HF 5438.5.P475 2001