Strategic Advertising Management

Description

With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.

• 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.

About the Author(s)

Larry Percy, Visiting Professor of Marketing at the Turku School of Economics, University of Turku, and Richard Rosenbaum-Elliott, Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath

Table of Contents

Part One: overview of Advertising and Promotion
1:What are Advertising and Promotion?
2:Perspectives on Advertising
3:Advertising across Cultural Borders
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:Media Strategy
11:Digital Media
Part Four: Making it Work
12:Processing the Message
13:Creative Tactics
14:Creative Execution
Part Five: Integrating Advertising and Promotion
15:Sales Promotion and Broader Communication Mix
16:Campaign Strategy

Reviews

"This is probably the best text on the market for both coverage and depth of analysis." - Dr Shirley Rate, Glasgow Caledonian University, UK

"[Of the previous edition] Strategic Advertising Management is a good contemporary overview of the advertising and communications landscape, combining a good level of theoretical foundation accompanied by relevant case studies and frequent examples to illustrate the practical application of advertising management.'" - Mr David Colley, Manchester Metropolitan University, UK

Additional Resources

Digital formats and resources
The sixth edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources.
- The e-book offers a mobile experience and convenient access along with functionality tools, navigation features, and links that offer extra learning support: www.oxfordtextbooks.co.uk/ebooks

This book is accompanied by the following online resources:

For students:
Flashcard glossary
Additional questions
Further reading
Web links
Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries

For lecturers:
Case study source links
Suggested case histories from World Advertising Research Council
Suggested classroom exercises
PowerPoint slides
Figures, tables, and adverts from the textbook