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Published: 16 February 2021

504 Pages


ISBN: 9780198835615

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This text is published by OUP Higher Education Division

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New Edition

Strategic Advertising Management

Sixth Edition

Larry Percy and Richard Rosenbaum-Elliott

  • A unique, systematic chapter framework offers a detailed guide to strategic advertising management.
  • Chapters balance theory with an international range of real-life examples, which are interwoven throughout, to give students a holistic appreciation of the strategic dimensions of advertising.
  • Provides a unique international perspective and review of different cultural concepts and theories, which equips students to be able to understand advertising in the context of global business management.

New to this Edition:

  • Sixteen new case studies on topical advertising from an international range of brands and companies such as Monki (Sweden), Carlsberg (Denmark) Burger King (US) and Aperol (Italy).
  • New sections explore key areas such as the history of advertising, global cultural groups, gamification, music as a creative tactic, experiential marketing and campaign budgeting.
  • The latest developments in social media, viral, and online advertising are covered in the fully revised chapter on digital media. This chapter now also explores the possibility of diminished cognitive functioning with the use of smartphones and the consequential implications on strategic advertising.
  • Additional coverage on cultural value systems, decision roles involved in brand choice, positioning strategy, media vehicle selection, price promotions, the role of consciousness and attention; and executional considerations such as logos, slogans and taglines.

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