IR
6016
انگلیسی
IR
Strategic advertising management
[Book]
/ Larry Percy, Richard Elliott
2nd ed
Oxford ; New York, N.Y
: Oxford University Press
, 2001.
xviii, 335 p., 10 p. of col. plates
: ill.
; 25 cm
Language: انگلیسی
Print
index
Bibliography
Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together.
Sales promotion
Advertising--Management
Strategic planning
Communication in marketing
HF5438
.
5
.
P475
2001
Percy, Larry
Elliott, Richard
ایران
old catalog
p
BL
1
a
Y
