Strategic Advertising Management

by Percy, Larry; Elliott, Richard

• ISBN13: 9780198782322
• ISBN10: 0198782322
• Format: Paperback
• Copyright: 2002-08-22
• Publisher: Oxford University Press

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 firstly address 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.

Author Biography

Larry Percy is a Visiting Professor at the University of Oxford and an advertising communications consultant. He has worked for a number of leading advertising agencies in the United States, including Lintas and Young and Rubicam, and has taught marketing theory, advertising strategy, and advertising research at Carnegie-Mellon University and the University of Pittsburgh. He is the author of several other books on advertising and marketing communications and sits on the editorial board of a number of journals, including the Journal of Marketing Research. He is also a former Industry Director of the Association for Consumer Research in the United States. Richard Elliott is Professor of Marketing and Consumer Research and Fellow of the Said Business School, University of Oxford. He has worked in brand management with a number of multinationals and was formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Lancaster and Warwick universities, at the London Business School, and at the ESSEC in Paris. His research interests include socio-cultural aspects of advertising, dysfunctional consumer behaviour, and consumption and self-identity issues.

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
Overview of Advertising and Promotion
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
Perspectives on Advertising	p. 21
Audiences and Individuals	p. 21
Implications for Advertising Strategy	p. 29
Planning Considerations
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
The Strategic Planning Process	p. 49
Review the Marketing Plan First	p. 49
Implement the Five-Step Strategic Planning Process	p. 51
Developing the Strategic Plan
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
Understanding Target Audience Decision Making	p. 87
Decision Participants	p. 89
Developing a Model of Target Audience Decision Making	p. 94
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
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
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
Making it Work
Processing the Message	p. 181
What do we Mean by Processing?	p. 181
Cognitive Responses in Processing	p. 196
Processing Internet Advertising	p. 206
Creative Tactics	p. 211
Tactics for Attention	p. 212
Tactics for Learning	p. 217
Overview of Tactics for Attention and Learning	p. 225
Creative Execution	p. 247
Creating Advertising	p. 248
Consistency in Creative Executions	p. 249
Briefing the Creatives	p. 254
Creative Research	p. 258
Integrating Advertising and Promotion
Promotion Tactics	p. 271
Basic Promotion Types	p. 272
Direct Marketing	p. 289
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
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