Strategic Advertising Management
Second Edition
ISBN: 0-19-927489-4
Available from Amazon here

Larry Percy, Visiting Professor, University of Oxford and Advertising Communications Consultant
Richard Elliott, Professor of Marketing and Consumer Research, Warwick Business School, The University of Warwick

  • An umbrella model tying together the strategic planning process
  • Extensive new material on positioning
  • Covers strategic/creative implications of the brand attitude strategy grid
  • Expanded discussion of the role emotion plays in advertising
  • New insights into learning and memory based on neuropsychology
  • Numerous examples of successful advertising images with commentary
  • Contains an extensive glossary of key terms
CONTENTS

Part I: Overview of Advertising and Promotion
1. What is advertising and promotion?
2. Where advertising and promotion fit in today's world
Part II: Planning considerations
3. What it takes for successful advertising and promotion
4. The strategic planning process
Part III: The Strategic Planning Process
5. Target audience selection
6. Understanding target audience decision-making
7. Determining the best positioning
8. Developing communication strategy
9. Setting media strategy
Part IV: Making it Work
10. Processing the message
11. Creative tactics
12. Creative execution
Part V: Integrating Advertising and Promotion
13. Promotion tactics
14. Putting it all together

 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 introductions, explicit chapter objectives and learning outcomes, as well as additional important readings to supplement each chapter. The chapters on 'Communication Strategy' and 'Processing the Message" have been significantly expanded with recent leading-edge thinking, as well as new material on Integrated Marketing Communications in the final chapter.

320PP   $49.50   0-19-927489-4   May 2005   PB

COMPANION WEBSITE: Strategic Advertising Management 2e is supported by a comprehensive companion website:

www.oup.com/uk/booksites/busecon/business

The following resources are available:

For Lecturers:

  • Powerpoint slides
  • Questions and exercises
  • Links to IPA case histories

For Students:

  • Web links to advertising worldwide
  • Regularly updated further reading
  • Exercises

To order an inspection copy or book, contact:

Inspection Copy Department, Oxford University Press
2001 Evans Road, Cary, NC 27513
Phone: 800-451-7556

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