Strategic advertising management:
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Oxford [u.a.]
Oxford Univ. Press
2005
|
| Ausgabe: | 2. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014164960&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes bibliographical references and index |
| Umfang: | XVIII, 335 S. Ill., graph. Darst. |
| ISBN: | 9780199274895 0199274894 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV020843113 | ||
| 003 | DE-604 | ||
| 005 | 20190731 | ||
| 007 | t| | ||
| 008 | 051024s2005 xxkad|| |||| 00||| eng d | ||
| 010 | |a 2005012353 | ||
| 020 | |a 9780199274895 |9 978-0-19-927489-5 | ||
| 020 | |a 0199274894 |9 0-19-927489-4 | ||
| 035 | |a (OCoLC)59879687 | ||
| 035 | |a (DE-599)BVBBV020843113 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxk |c GB | ||
| 049 | |a DE-703 |a DE-1102 |a DE-N2 | ||
| 050 | 0 | |a HF5438.5 | |
| 082 | 0 | |a 659.1 |2 22 | |
| 084 | |a QP 630 |0 (DE-625)141916: |2 rvk | ||
| 084 | |a QP 633 |0 (DE-625)141919: |2 rvk | ||
| 100 | 1 | |a Percy, Larry |e Verfasser |0 (DE-588)170799492 |4 aut | |
| 245 | 1 | 0 | |a Strategic advertising management |c Larry Percy ; Richard Elliott |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Oxford [u.a.] |b Oxford Univ. Press |c 2005 | |
| 300 | |a XVIII, 335 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 7 | |a Promotie (public relations) |2 gtt | |
| 650 | 7 | |a Reclame |2 gtt | |
| 650 | 7 | |a Strategisch management |2 gtt | |
| 650 | 4 | |a Sales promotion | |
| 650 | 4 | |a Advertising |x Management | |
| 650 | 4 | |a Strategic planning | |
| 650 | 4 | |a Communication in marketing | |
| 650 | 0 | 7 | |a Unternehmen |0 (DE-588)4061963-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Werbestrategie |0 (DE-588)4133682-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 655 | 7 | |8 1\p |0 (DE-588)4123623-3 |a Lehrbuch |2 gnd-content | |
| 689 | 0 | 0 | |a Unternehmen |0 (DE-588)4061963-1 |D s |
| 689 | 0 | 1 | |a Werbestrategie |0 (DE-588)4133682-3 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Marketingmanagement |0 (DE-588)4168907-0 |D s |
| 689 | 1 | 1 | |a Werbung |0 (DE-588)4065541-6 |D s |
| 689 | 1 | |8 2\p |5 DE-604 | |
| 700 | 1 | |a Elliott, Richard |d 1948- |e Verfasser |0 (DE-588)14397064X |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014164960&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-014164960 | |
Datensatz im Suchindex
| _version_ | 1819260628315930624 |
|---|---|
| adam_text | ¦ OUTLINE CONTENTS
PREFACE v
DETAILED CONTENTS jx
LIST OF TABLES xiii
LIST OF FIGURES xv
LIST OF ADVERTS xvii
PART ONE Overview of Advertising and Promotion
1 What are Advertising and Promotion? 3
2 Perspectives on Advertising 21
PART TWO Planning Considerations
3 What it Takes for Successful Advertising and Promotion 35
4 The Strategic Planning Process 49
PART THREE Developing the Strategic Plan
5 Selecting the Target Audience 63
6 Understanding Target Audience Decision Making 87
7 Determining the Best Positioning 105
8 Developing a Communication Strategy 131
9 Setting a Media Strategy 163
PART FOUR Making it Work
10 Processing the Message 181
11 Creative Tactics 211
12 Creative Execution 247
PART FIVE Integrating Advertising and Promotion
13 Promotion Tactics 271
14 Putting it All Together 297
GLOSSARY 323
INDEX 327
¦ DETAILED CONTENTS
PREFACE v
OUTLINE CONTENTS vjj
LIST OF TABLES xiii
LIST OF FIGURES xv
LIST OF ADVERTS xvii
PART ONE Overview of Advertising and Promotion
1 What are Advertising and Promotion? 3
Defining Advertising and Promotion 3
A Closer Look at Advertising 5
Advertising and the Internet 10
Criticism of Advertising 12
Advertising and the Consumer 15
2 Perspectives on Advertising 21
Audiences and Individuals 21
Implications for Advertising Strategy 29
PART TWO Planning Considerations
3 What it Takes for Successful Advertising and Promotion 35
The Communication Response Sequence 36
Planning Overview 39
The Advantage of Sequential Planning 42
Relating Objectives and Goals to the Communication Response Sequence 44
4 The Strategic Planning Process 49
Review the Marketing Plan First 49
Implement the Five Step Strategic Planning Process 51
PART THREE Developing the Strategic Plan
5 Selecting the Target Audience 63
Target Audience Groupings 64
Cost Implications in Selecting a Target Audience 67
X DETAILED CONTENTS
Profiling a Target Audience 69
Target Audience and Strategy 80
6 Understanding Target Audience Decision Making 87
Decision Participants 89
Developing a Model of Target Audience Decision Making 94
7 Determining the Best Positioning 105
Marketing Mix 106
Identifying and Defining the Market 110
Seeking a Differential Advantage 118
Effective Positioning 126
8 Developing a Communication Strategy 131
Setting Communication Objectives 132
Brand Awareness and Brand Attitude Strategy 137
Importance of Involvement and Motivation 146
9 Setting a Media Strategy 163
The Turbulent Media Environment 164
The Media Trade off Trinity 165
Selecting Media 166
Scheduling Media 171
Target Audience Factors and Brand Ecology 171
Evaluating the Efficiency of Media Strategy 173
The New Media 174
PART FOUR Making it Work
10 Processing the Message 181
What do we Mean by Processing? 181
Cognitive Responses in Processing 196
Processing Internet Advertising 206
11 Creative Tactics 211
Tactics for Attention 212
Tactics for Learning 217
Overview of Tactics for Attention and Learning 225
12 Creative Execution 247
Creating Advertising 248
Consistency in Creative Executions 249
Briefing the Creatives 254
Creative Research ?5R
DETAILED CONTENTS xi
PART FIVE Integrating Advertising and Promotion
13 Promotion Tactics 271
Basic Promotion Types 272
Direct Marketing 289
14 Putting it All Together 297
Integrated Marketing Communication (IMC) 298
Advantages of Using Advertising and Promotion Together 306
Marketing Communication Task Grid 309
Problems in Implementing IMC 316
GLOSSARY 323
INDEX 327
|
| any_adam_object | 1 |
| author | Percy, Larry Elliott, Richard 1948- |
| author_GND | (DE-588)170799492 (DE-588)14397064X |
| author_facet | Percy, Larry Elliott, Richard 1948- |
| author_role | aut aut |
| author_sort | Percy, Larry |
| author_variant | l p lp r e re |
| building | Verbundindex |
| bvnumber | BV020843113 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5438 |
| callnumber-raw | HF5438.5 |
| callnumber-search | HF5438.5 |
| callnumber-sort | HF 45438.5 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 630 QP 633 |
| ctrlnum | (OCoLC)59879687 (DE-599)BVBBV020843113 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02432nam a2200625zc 4500</leader><controlfield tag="001">BV020843113</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20190731 </controlfield><controlfield tag="007">t|</controlfield><controlfield tag="008">051024s2005 xxkad|| |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2005012353</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780199274895</subfield><subfield code="9">978-0-19-927489-5</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0199274894</subfield><subfield code="9">0-19-927489-4</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)59879687</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV020843113</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxk</subfield><subfield code="c">GB</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-703</subfield><subfield code="a">DE-1102</subfield><subfield code="a">DE-N2</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5438.5</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.1</subfield><subfield code="2">22</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 630</subfield><subfield code="0">(DE-625)141916:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 633</subfield><subfield code="0">(DE-625)141919:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Percy, Larry</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)170799492</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Strategic advertising management</subfield><subfield code="c">Larry Percy ; Richard Elliott</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">2. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Oxford [u.a.]</subfield><subfield code="b">Oxford Univ. Press</subfield><subfield code="c">2005</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XVIII, 335 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Promotie (public relations)</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Reclame</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Strategisch management</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Sales promotion</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Strategic planning</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Communication in marketing</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbestrategie</subfield><subfield code="0">(DE-588)4133682-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4123623-3</subfield><subfield code="a">Lehrbuch</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Werbestrategie</subfield><subfield code="0">(DE-588)4133682-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Elliott, Richard</subfield><subfield code="d">1948-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)14397064X</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014164960&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-014164960</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV020843113 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T12:24:17Z |
| institution | BVB |
| isbn | 9780199274895 0199274894 |
| language | English |
| lccn | 2005012353 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014164960 |
| oclc_num | 59879687 |
| open_access_boolean | |
| owner | DE-703 DE-1102 DE-N2 |
| owner_facet | DE-703 DE-1102 DE-N2 |
| physical | XVIII, 335 S. Ill., graph. Darst. |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Oxford Univ. Press |
| record_format | marc |
| spellingShingle | Percy, Larry Elliott, Richard 1948- Strategic advertising management Promotie (public relations) gtt Reclame gtt Strategisch management gtt Sales promotion Advertising Management Strategic planning Communication in marketing Unternehmen (DE-588)4061963-1 gnd Werbestrategie (DE-588)4133682-3 gnd Werbung (DE-588)4065541-6 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4061963-1 (DE-588)4133682-3 (DE-588)4065541-6 (DE-588)4168907-0 (DE-588)4123623-3 |
| title | Strategic advertising management |
| title_auth | Strategic advertising management |
| title_exact_search | Strategic advertising management |
| title_full | Strategic advertising management Larry Percy ; Richard Elliott |
| title_fullStr | Strategic advertising management Larry Percy ; Richard Elliott |
| title_full_unstemmed | Strategic advertising management Larry Percy ; Richard Elliott |
| title_short | Strategic advertising management |
| title_sort | strategic advertising management |
| topic | Promotie (public relations) gtt Reclame gtt Strategisch management gtt Sales promotion Advertising Management Strategic planning Communication in marketing Unternehmen (DE-588)4061963-1 gnd Werbestrategie (DE-588)4133682-3 gnd Werbung (DE-588)4065541-6 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Promotie (public relations) Reclame Strategisch management Sales promotion Advertising Management Strategic planning Communication in marketing Unternehmen Werbestrategie Werbung Marketingmanagement Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014164960&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT percylarry strategicadvertisingmanagement AT elliottrichard strategicadvertisingmanagement |