Strategic Advertising Management

  • 22h 52m 8s
  • Larry Percy, Richard Rosenbaum-Elliott
  • Gildan Media
  • 2021

Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.

Using real world examples and 16 new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy.

With added coverage on social media, viral, and online advertising throughout, and a dedicated chapter on digital media, Strategic Advertising Management continues to offer the most current, comprehensive and complete guide to the rapidly evolving landscape of the advertising industry.

In this Audiobook

  • Preface
  • How to Use This Book
  • Guide to the Online Resources
  • Chapter 1 - What are Advertising and Promotion?
  • Chapter 2 - Perspectives on Advertising
  • Chapter 3 - Advertising Across Cultural Borders
  • Chapter 4 - What It Takes for Successful Advertising and Promotion
  • Chapter 5 - The Strategic Planning Process
  • Chapter 6 - Selecting the Target Audience
  • Chapter 7 - Understanding Target Audience Decision-Making
  • Chapter 8 - Determining the Best Positioning
  • Chapter 9 - Developing a Communication Strategy
  • Chapter 10 - Setting a Media Strategy
  • Chapter 11 - Digital Media
  • Chapter 12 - Processing the Message
  • Chapter 13 - Creative Tactics
  • Chapter 14 - Creative Execution
  • Chapter 15 - Sales Promotion and Broader Communication Mix
  • Chapter 16 - Campaign Strategy