Strategic Advertising Management
The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an advertising management module.
Abstract
<p> <italic>Strategic Advertising Management</italic> is made up of five parts. The first part acts as an overview of advertising and promotion, and asks what is advertising and promotion? It looks at advertising across cultural borders. The next part is about planning considerations. The third part looks at developing a strategic plan. It talks about selecting the target audience, understanding their decision-making processes, determining the best position, developing a communication strategy, the media strategy, and digital media. Part Four is about how to make the strategy work. It looks at creative tactics and execution. The last part covers integrating advertising and promotion.</p>