Cover image for Strategic advertising management
Title:
Strategic advertising management
Personal Author:
Edition:
2nd ed.
Publication Information:
New York : Oxford University Press, 2005
Physical Description:
xviii, 335 p. : ill. ; 25 cm.
ISBN:
9780199274895
Added Author:

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30000010185967 HF5438.5 P47 2005 Open Access Book Book
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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

Prefacep. v
Outline Contentsp. vii
List of Tablesp. xiii
List of Figuresp. xv
List of Advertsp. xvii
Part 1 Overview of Advertising and Promotion
1 What are Advertising and Promotion?p. 3
Defining Advertising and Promotionp. 3
A Closer Look at Advertisingp. 5
Advertising and the Internetp. 10
Criticism of Advertisingp. 12
Advertising and the Consumerp. 15
2 Perspectives on Advertisingp. 21
Audiences and Individualsp. 21
Implications for Advertising Strategyp. 29
Part 2 Planning Considerations
3 What it Takes for Successful Advertising and Promotionp. 35
The Communication Response Sequencep. 36
Planning Overviewp. 39
The Advantage of Sequential Planningp. 42
Relating Objectives and Goals to the Communication Response Sequencep. 44
4 The Strategic Planning Processp. 49
Review the Marketing Plan Firstp. 49
Implement the Five-Step Strategic Planning Processp. 51
Part 3 Developing the Strategic Plan
5 Selecting the Target Audiencep. 63
Target Audience Groupingsp. 64
Cost Implications in Selecting a Target Audiencep. 67
Profiling a Target Audiencep. 69
Target Audience and Strategyp. 80
6 Understanding Target Audience Decision Makingp. 87
Decision Participantsp. 89
Developing a Model of Target Audience Decision Makingp. 94
7 Determining the Best Positioningp. 105
Marketing Mixp. 106
Identifying and Defining the Marketp. 110
Seeking a Differential Advantagep. 118
Effective Positioningp. 126
8 Developing a Communication Strategyp. 131
Setting Communication Objectivesp. 132
Brand Awareness and Brand Attitude Strategyp. 137
Importance of Involvement and Motivationp. 146
9 Setting a Media Strategyp. 163
The Turbulent Media Environmentp. 164
The Media Trade-off Trinityp. 165
Selecting Mediap. 166
Scheduling Mediap. 171
Target Audience Factors and Brand Ecologyp. 171
Evaluating the Efficiency of Media Strategyp. 173
The New Mediap. 174
Part 4 Making it Work
10 Processing the Messagep. 181
What do we Mean by Processing?p. 181
Cognitive Responses in Processingp. 196
Processing Internet Advertisingp. 206
11 Creative Tacticsp. 211
Tactics for Attentionp. 212
Tactics for Learningp. 217
Overview of Tactics for Attention and Learningp. 225
12 Creative Executionp. 247
Creating Advertisingp. 248
Consistency in Creative Executionsp. 249
Briefing the Creativesp. 254
Creative Researchp. 258
Part 5 Integrating Advertising and Promotion
13 Promotion Tacticsp. 271
Basic Promotion Typesp. 272
Direct Marketingp. 289
14 Putting it All Togetherp. 297
Integrated Marketing Communication (IMC)p. 298
Advantages of Using Advertising and Promotion Togetherp. 306
Marketing Communication Task Gridp. 309
Problems in Implementing IMCp. 316
Glossaryp. 323
Indexp. 327