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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
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Searching... | 30000010185967 | HF5438.5 P47 2005 | Open Access Book | Book | Searching... |
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Summary
Summary
The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an Advertising Management module. The authors look first at what advertising is meant to do, and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to now include expanded chapter introduction, explicit chapter objectives, and learning outcomes. The chapters on 'Communication Strategy' and 'Processing the Message' have been significantly expanded, as well as the material on Integrated marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. Companion Web Site: Accompanying the new edition will be a comprehensive companion web site containing, for lecturers: Powerpoint slides and questions and exercises to test students; and for students: links to IPA case histories, web links, references to further reading, and questions and exercises.
Author Notes
Richard Elliott is Professor of Marketing & Consumer Research, Warwick Business School, and prior to this was Professor of Marketing at the University of Exeter.
Table of Contents
Preface | p. v |
Outline Contents | p. vii |
List of Tables | p. xiii |
List of Figures | p. xv |
List of Adverts | p. xvii |
Part 1 Overview of Advertising and Promotion | |
1 What are Advertising and Promotion? | p. 3 |
Defining Advertising and Promotion | p. 3 |
A Closer Look at Advertising | p. 5 |
Advertising and the Internet | p. 10 |
Criticism of Advertising | p. 12 |
Advertising and the Consumer | p. 15 |
2 Perspectives on Advertising | p. 21 |
Audiences and Individuals | p. 21 |
Implications for Advertising Strategy | p. 29 |
Part 2 Planning Considerations | |
3 What it Takes for Successful Advertising and Promotion | p. 35 |
The Communication Response Sequence | p. 36 |
Planning Overview | p. 39 |
The Advantage of Sequential Planning | p. 42 |
Relating Objectives and Goals to the Communication Response Sequence | p. 44 |
4 The Strategic Planning Process | p. 49 |
Review the Marketing Plan First | p. 49 |
Implement the Five-Step Strategic Planning Process | p. 51 |
Part 3 Developing the Strategic Plan | |
5 Selecting the Target Audience | p. 63 |
Target Audience Groupings | p. 64 |
Cost Implications in Selecting a Target Audience | p. 67 |
Profiling a Target Audience | p. 69 |
Target Audience and Strategy | p. 80 |
6 Understanding Target Audience Decision Making | p. 87 |
Decision Participants | p. 89 |
Developing a Model of Target Audience Decision Making | p. 94 |
7 Determining the Best Positioning | p. 105 |
Marketing Mix | p. 106 |
Identifying and Defining the Market | p. 110 |
Seeking a Differential Advantage | p. 118 |
Effective Positioning | p. 126 |
8 Developing a Communication Strategy | p. 131 |
Setting Communication Objectives | p. 132 |
Brand Awareness and Brand Attitude Strategy | p. 137 |
Importance of Involvement and Motivation | p. 146 |
9 Setting a Media Strategy | p. 163 |
The Turbulent Media Environment | p. 164 |
The Media Trade-off Trinity | p. 165 |
Selecting Media | p. 166 |
Scheduling Media | p. 171 |
Target Audience Factors and Brand Ecology | p. 171 |
Evaluating the Efficiency of Media Strategy | p. 173 |
The New Media | p. 174 |
Part 4 Making it Work | |
10 Processing the Message | p. 181 |
What do we Mean by Processing? | p. 181 |
Cognitive Responses in Processing | p. 196 |
Processing Internet Advertising | p. 206 |
11 Creative Tactics | p. 211 |
Tactics for Attention | p. 212 |
Tactics for Learning | p. 217 |
Overview of Tactics for Attention and Learning | p. 225 |
12 Creative Execution | p. 247 |
Creating Advertising | p. 248 |
Consistency in Creative Executions | p. 249 |
Briefing the Creatives | p. 254 |
Creative Research | p. 258 |
Part 5 Integrating Advertising and Promotion | |
13 Promotion Tactics | p. 271 |
Basic Promotion Types | p. 272 |
Direct Marketing | p. 289 |
14 Putting it All Together | p. 297 |
Integrated Marketing Communication (IMC) | p. 298 |
Advantages of Using Advertising and Promotion Together | p. 306 |
Marketing Communication Task Grid | p. 309 |
Problems in Implementing IMC | p. 316 |
Glossary | p. 323 |
Index | p. 327 |