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Bibliographic Details
Main Authors:	Percy, Larry (Author), Elliott, Richard 1948- (Author)
Format:	Book
Language:	English
Published:	Oxford [u.a.] Oxford Univ. Press 2009
Edition:	3. ed.
Subjects:	Werbeplanung Werbung Advertising > Management Communication in marketing Sales promotion Strategic planning Marketingmanagement Unternehmen Werbestrategie Lehrbuch
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016824911&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Physical Description:	XVIII, 424 S. Ill., graph. Darst.
ISBN:	0199532575 9780199532575

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Record in the Search Index

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adam_text	CONTENTS List of tab/es xi List of figures xiii List of adverts xv List of plates xvii PART1 Overview of Advertising and Promotion 1 1 What are Advertising and Promotion? 3 Defining Advertising and Promotion 4 A Closer Look at Advertising 5 A Closer Look at Promotion 11 Criticism of Advertising 12 Advertising and the Consumer 15 2 Perspectives on Advertising 24 Audiences and Individuals 25 Implications for Advertising Strategy 33 3 Advertising across Cultural Borders 39 Convergence or Divergence 40 Basic Sources of Different Cultural Assumptions 41 Cognitive Organization and Cultural Values 43 Cultural Differences and Values in Advertising 46 Brand Perceptions across Cultures 50 Some Implications for Advertising Management 51 PART 2 Planning Considerations 63 4 What ¡tTakes for Successful Advertising and Promotion 65 The Communication Response Sequence 66 Planning Overview 70 The Advantage of Sequential Planning 73 Relating Objectives and Goals to the Communication Response Sequence 75 5 The Strategic Planning Process 82 Review the Marketing Plan First 83 Implement the Five-Step Strategic Planning Process 85 CONTENTS PART З Developing the Strategic Plan 10/ 6 Selecting theTarget Audience 109 Target Audience Groupings 110 Loyalty in Target Audience Selection 113 Cost Implications in Selecting aTarget Audience 115 Profiling a Target Audience 118 Target Audience and Strategy 129 7 UnderstandingTarget Audience Decision Making 138 Decision Participants 140 Developing a Model of Target Audience Decision Making 146 8 Determining the Best Positioning 161 Marketing Mix 162 Identifying and Defining the Market 166 Seeking a Differential Advantage 175 Effective Positioning 185 9 Developing a Communication Strategy 192 Setting Communication Objectives 194 Brand Awareness and Brand Attitude Strategy 198 Importance of Involvement and Motivation 207 Promotion Strategy 220 10 Setting a Media Strategy 228 The Turbulent Media Environment 229 The Media Trade-off Trinity 230 Selecting Media 232 Scheduling Media 236 Target Audience Factors and Brand Ecology 237 Evaluating the Efficiency of Media Strategy 239 The New Media 239 PART 4 Making it Work 249 11 Processing the Message 251 What do we Mean by Processing? 252 Cognitive Responses in Processing 264 CONTENTS Emotion 270 Processing Internet Advertising 275 12 Creative Tactics 284 Tactics for Attention 285 Tactics for Learning 291 Minimizing Problems with Memory 298 Brand Awareness and Brand Attitude Creative Tactics 299 13 Creative Execution 320 Creating Advertising 321 Consistency in Creative Executions 322 Briefing the Créatives 326 Ethics and Advertising 331 Creative Research 333 PART 5 Integrating Advertising and Promotion 345 14 Sales Promotion and Broader Communication Mix 347 Sales Promotion 348 Public Relations and Sponsorships 358 Personal Selling and Trade Shows 362 Product Placement 365 Packaging 366 Channels Marketing 368 15 Putting it All Together 376 Integrated Marketing Communication (IMC) 377 Advantages of Using Advertising and Promotion Together 385 Marketing Communication Task Grid 388 Monitoring the Campaign 395 Campaign Wearout 399 Problems in Implementing IMC 400 Glossary 411 Index 415
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-
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classification_rvk	QP 630 QP 633
ctrlnum	(OCoLC)247440999 (DE-599)GBV577622528
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	3. ed.
format	Book
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institution	BVB
isbn	0199532575 9780199532575
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-016824911
oclc_num	247440999
open_access_boolean
owner	DE-521 DE-703 DE-634 DE-1102 DE-188
owner_facet	DE-521 DE-703 DE-634 DE-1102 DE-188
physical	XVIII, 424 S. Ill., graph. Darst.
publishDate	2009
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publisher	Oxford Univ. Press
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spellingShingle	Percy, Larry Elliott, Richard 1948- Strategic advertising management Werbeplanung stw Werbung stw Advertising Management Communication in marketing Sales promotion Strategic planning Werbung (DE-588)4065541-6 gnd Marketingmanagement (DE-588)4168907-0 gnd Unternehmen (DE-588)4061963-1 gnd Werbestrategie (DE-588)4133682-3 gnd
subject_GND	(DE-588)4065541-6 (DE-588)4168907-0 (DE-588)4061963-1 (DE-588)4133682-3 (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	Werbeplanung stw Werbung stw Advertising Management Communication in marketing Sales promotion Strategic planning Werbung (DE-588)4065541-6 gnd Marketingmanagement (DE-588)4168907-0 gnd Unternehmen (DE-588)4061963-1 gnd Werbestrategie (DE-588)4133682-3 gnd
topic_facet	Werbeplanung Werbung Advertising Management Communication in marketing Sales promotion Strategic planning Marketingmanagement Unternehmen Werbestrategie Lehrbuch
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016824911&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT percylarry strategicadvertisingmanagement AT elliottrichard strategicadvertisingmanagement

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