Journals Higher Education



Published: 16 May 2012

416 Pages | 60 color & 30 b&w illus., 20 plates

9.7 x 7.4 inches

ISBN: 9780199605583

Also Available As:


Bookseller Code (04)

Companion website

Strategic Advertising Management

Fourth Edition

Larry Percy and Richard Rosenbaum-Elliott

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.

New to this Edition:

  • Expanded coverage of new media throughout
  • A section on advertising for social marketing
  • Updated case studies and additional examples, including those dealing with new and social media
  • A greater focus on ethics, which is now included in Chapter 1
  • Expanded content on the Companion Website, including more cases and examples of print, TV, and Internet advertising, additional questions, and more video links

Also of Interest