Strategic Advertising Management

The third edition of Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of 'how advertising works' and what is required, from a manager's perspective, in the development of an effective marketing communication plan.

Part One: Overview of Advertising and Promotion; 1: What are Advertising and Promotion?; 2: Perspectives on Advertising; Part Two: Planning Considerations; 4: What it Takes for Successful Advertising and Promotion; 5: The Strategic Planning Process; Part Three: Developing the Strategic Plan; 6: Selecting the Target Audience; 7: Understanding Target Audience Decision Making; 8: Determining the Best Positioning; 9: Developing a Communication Strategy; 10: Setting a Media Strategy; Part Four: Making it Work; 11: Processing the Message; 12: Creative Tactics; 13: Creative Execution; Part Five: Integrating Advertising and Promotion; 14: Sales Promotion and Broader Communication Mix; 15: Putting it All Together