Strategic Advertising Management

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  • Edition: 4th
  • Format: Paperback
  • Copyright: 2012-05-16
  • Publisher: Oxford University Press
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Integrating theory with application and presenting numerous real-life examples,Strategic Advertising Management,Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website (coming soon) includes resources for students and instructors. New to this Edition: * Expanded coverage of new media throughout * A section on advertising for social marketing * Updated case studies and additional examples, including those dealing with new and social media * A greater focus on ethics, which is now included in Chapter 1 * Expanded content on the Companion Website, including more cases and examples of print, TV, and Internet advertising, additional questions, and more video links

Author Biography

Professor Larry Percy is a visiting Professor at Copenhagen Business School and Luiss Business School, Rome, and International Consultant in Marketing Communications and Brand Strategy. Professor Richard Rosenbaum Elliott is Professor of Marketing and Consumer Research, University of Bath School of Management, and Fellow of St Anne's College, Oxford.

Table of Contents

List of Case Studiesp. xi
List of Tablesp. xii
List of Figuresp. xiv
List of Boxesp. xv
List of Advertsp. xvi
List of Platesp. xviii
How to use this Bookp. xx
Guide to the Online Resource Centrep. xxii
Overview of Advertising and Promotionp. 1
What are Advertising and Promotion?p. 3
Defining Advertising and Promotionp. 3
A Closer Look at Advertisingp. 5
A Closer Look at Promotionp. 10
Advertising and Promotion in Social Mediap. 11
Advertising and the Consumerp. 12
Ethics and Advertisingp. 14
Criticism of Advertisingp. 16
Perspectives on Advertisingp. 24
Audiences and Individualsp. 24
Implications for Advertising Strategyp. 33
Advertising across Cultural Bordersp. 38
Convergence or Divergencep. 38
Basic Sources of Different Cultural Assumptionsp. 40
Cognitive Organization and Cultural Valuesp. 42
Cultural Differences and Values in Advertisingp. 43
Brand Perceptions across Culturesp. 48
Some Implications for Advertising Managementp. 49
Planning Considerationsp. 59
What it Takes for Successful Advertising and Promotionp. 61
The Communication Response Sequencep. 61
Planning Overviewp. 65
The Advantage of Sequential Planningp. 68
Relating Objectives and Goals to the Communication Response Sequencep. 70
The Strategic Planning Processp. 75
Review the Marketing Plan Firstp. 76
Implement the Five-Step Strategic Planning Processp. 78
Developing the Strategic Planp. 97
Selecting the Target Audiencep. 99
Target Audience Groupingsp. 100
Loyalty in Target Audience Selectionp. 103
Cost Implications in Selecting a Target Audiencep. 105
Profiling a Target Audiencep. 106
Target Audience and Strategyp. 117
Understanding Target Audience Decision Makingp. 127
Developing a Model of Target Audience Decision Makingp. 129
Determining the Best Positioningp. 142
Marketing Mixp. 143
Identifying and Defining the Marketp. 146
Seeking a Differential Advantagep. 152
Effective Positioningp. 162
Developing a Communication Strategyp. 168
Setting Communication Objectivesp. 170
Brand Awareness and Brand Attitude Strategyp. 175
Importance of Involvement and Motivationp. 184
Promotion Strategyp. 196
Setting a Media Strategyp. 202
The Turbulent Media Environmentp. 203
The Media Trade-Off Trinityp. 204
Selecting Mediap. 205
Scheduling Mediap. 213
Target Audience Factors and Brand Ecologyp. 214
Evaluating the Efficiency of Media Strategyp. 216
New Mediap. 216
Making it Workp. 229
Processing the Messagep. 231
What do we Mean by Processing?p. 231
Cognitive Responses in Processingp. 242
Emotionp. 249
Processing Advertising in New Mediap. 255
Creative Tacticsp. 262
Tactics for Attentionp. 263
Tactics for Learningp. 268
Minimizing Problems with Memoryp. 275
Brand Awareness and Brand Attitude Creative Tacticsp. 276
Creative Executionp. 292
Creating Advertisingp. 292
Creative Execution and Decision Rolesp. 294
Consistency in Creative Executionsp. 296
Social Marketing Communicationp. 301
Briefing the Creativesp. 308
Creative Researchp. 312
Integrating Advertising and Promotionp. 325
Sales Promotion and Broader Communication Mixp. 327
Sales Promotionp. 328
Public Relations and Sponsorshipsp. 339
Personal Selling and Trade Showsp. 342
Product Placementp. 344
Packagingp. 345
Channels Marketingp. 346
Putting it all Togetherp. 354
Integrated Marketing Communication (IMC)p. 354
Advantages of Using Advertising and Promotion Togetherp. 362
Monitoring the Campaignp. 365
Campaign Wearoutp. 369
Problems in Implementing IMCp. 369
Glossaryp. 377
Indexp. 381
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