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Strategic Advertising ManagementBy Larry Percy, Richard Rosenbaum-Elliott
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Integrating theory with application and presenting numerous real-life examples, Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website includes resources for students and instructors.
- Sales Rank: #942160 in Books
- Brand: Brand: Oxford University Press, USA
- Published on: 2012-05-16
- Original language: English
- Number of items: 1
- Dimensions: 7.40" h x .90" w x 9.70" l, 2.10 pounds
- Binding: Paperback
- 416 pages
- Used Book in Good Condition
Review
`Strategic Advertising Management is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising.. . The book contains numerous examples of successful advertising images alongside commentary illustrating just what goes into making an effective advert.' JISSM Vol 7 No 2,
About the Author
Larry Percy is Visiting Professor at the University of Oxford and an advertising communications consultant. He has worked for a number of leading advertising agencies in the United States, including Lintas and Young and Rubicam, and has taught marketing theory, advertising strategy, and advertising
research at Carnegie-Mellon University and the University of Pittsburgh. He is the author of several other books on advertising and marketing communications and sits on the editorial board of a number of journals, including the Journal of Marketing Research. He is also a former Industry Director of
the Association for Consumer Research in the United States. Richard Elliott is Professor of Marketing and Consumer Research, Warwick Business School, and prior to this was Professor of Marketing at the University of Exeter. He has worked in brand management with a number of multinationals and was
formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Lancaster University, the London Business School, and the ESSEC in Paris. His research interests include socio-cultural aspects of advertising,
dysfunctional consumer behaviour, and consumption and self-identity issues.
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