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Published: 05 May 2016

456 Pages


ISBN: 9780198703655

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Strategic Advertising Management

Fifth Edition

Larry Percy and Richard Rosenbaum-Elliott

  • The most authoritative guide to strategic advertising management, with strong foundations in theory and a wide range of international examples.
  • Presents numerous real life examples to illustrate how theory is applied, allowing students to gain a holistic appreciation of the strategic dimensions of advertising.
  • Provides a unique international perspective that enables students to view advertising in the context of global business management.

New to this Edition:

  • A more user-friendly design using full colour throughout makes the text more engaging for students, and sees key advertisements distributed throughout the book
  • Sixteen new case studies on topical advertising from international brands and companies, including the Oscars Selfie and Samsung, the Royal Wedding and T-mobile, and the Red Bull Stratos project
  • An increased number of international examples from Europe, North America, and from emerging markets (BRICS/CIVETS)
  • A new chapter on 'Digital Media' covering social media/ viral/ online advertising
  • Additional coverage of corporate image advertising and credibility

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