TY  - BOOK
AU  - Percy, L.|Rossieter, J.R.|Elliot, R.
TI  - Strategic advertising management
SN  - 0-19-878232-2
AV  - HF 5438.5.P475 2001 
PY  - 2001///
CY  - New York
PB  - Oxford University Press
KW  - Advertising|Organization & Administration
N1  - 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
ER  -