ESCP Europe

Item type

Book

Language

anglais

Pages

xviii, 288 p.

Publication year

2002

ISBN

0-19-878232-2

Content notes

PART ONE. OVERVIEW OF ADVERTISING AND PROMOTION --- 1. What are advertising and promotion? --- 2. Perspectives on advertising --- PART TWO. PLANNING CONSIDERATIONS --- 3. What is takes for successful advertising and promotion --- 4. The strategic planning process --- PART THREE. LAYING THE FOUNDATION --- 5. Target audience considerations --- 6. Consumer decision-making --- 7. Positioning strategy --- 8. Communication strategy --- 9. Media strategy --- PART FOUR. MAKING IT WORK --- 10. Processing the message --- 11. Creative tactics --- 12. Promotion tactics --- 13. Creative execution --- 14. Integrating advertising and promotion.

“‘Strategic Advertising Management’ is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising.” – from back cover.

PART ONE. OVERVIEW OF ADVERTISING AND PROMOTION --- 1. What are advertising and promotion? --- 2. Perspectives on advertising --- PART TWO. PLANNING CONSIDERATIONS --- 3. What is takes for successful advertising and promotion --- 4. The strategic planning process --- PART THREE. LAYING THE FOUNDATION --- 5. Target audience considerations --- 6. Consumer decision-making --- 7. Positioning strategy --- 8. Communication strategy --- 9. Media strategy --- PART FOUR. MAKING IT WORK --- 10. Processing the message --- 11. Creative tactics --- 12. Promotion tactics --- 13. Creative execution --- 14. Integrating advertising and promotion..