Strategic Advertising Management, Sixth Edition

  • 13h 5m
  • Larry Percy, Richard Rosenbaum-Elliott
  • Oxford University Press (US)
  • 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.

Digital formats and resources

The sixth edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources.

- The ebook offers a mobile experience and convenient access along with functionality tools, navigation features, and links that offer extra learning support:

This book is accompanied by the following online resources:

For students:

Flashcard glossary

Additional questions

Further reading

Web links

Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries

For lecturers:

Case study source links

Suggested case histories from World Advertising Research Council

Suggested classroom exercises

PowerPoint slides

Figures, tables, and adverts from the textbookWeb links

About the Author

Larry Percy, Visiting Professor of Marketing at the Turku School of Economics, University of Turku, and Richard Rosenbaum-Elliott, Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath

In this Book

  • New to This Edition
  • How to Use This Book
  • Guide to the Online Resources
  • What are Advertising and Promotion?
  • Perspectives on Advertising
  • Advertising Across Cultural Borders
  • What it Takes for Successful Advertising and Promotion
  • The Strategic Planning Process
  • Selecting the Target Audience
  • Understanding Target Audience Decision-Making
  • Determining the Best Positioning
  • Developing a Communication Strategy
  • Setting a Media Strategy
  • Digital Media
  • Processing the Message
  • Creative Tactics
  • Creative Execution
  • Sales Promotion and Broader Communication Mix
  • Campaign Strategy
  • Glossary