Strategic Advertising Management

by Percy, Larry; Rosenbaum-Elliott, Richard

• ISBN13: 9780199605583
• ISBN10: 0199605580
• Edition: 4th
• Format: Paperback
• Copyright: 2012-05-16
• Publisher: Oxford University Press

Summary

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 Studies	p. xi
List of Tables	p. xii
List of Figures	p. xiv
List of Boxes	p. xv
List of Adverts	p. xvi
List of Plates	p. xviii
How to use this Book	p. xx
Guide to the Online Resource Centre	p. xxii
Overview of Advertising and Promotion	p. 1
What are Advertising and Promotion?	p. 3
Defining Advertising and Promotion	p. 3
A Closer Look at Advertising	p. 5
A Closer Look at Promotion	p. 10
Advertising and Promotion in Social Media	p. 11
Advertising and the Consumer	p. 12
Ethics and Advertising	p. 14
Criticism of Advertising	p. 16
Perspectives on Advertising	p. 24
Audiences and Individuals	p. 24
Implications for Advertising Strategy	p. 33
Advertising across Cultural Borders	p. 38
Convergence or Divergence	p. 38
Basic Sources of Different Cultural Assumptions	p. 40
Cognitive Organization and Cultural Values	p. 42
Cultural Differences and Values in Advertising	p. 43
Brand Perceptions across Cultures	p. 48
Some Implications for Advertising Management	p. 49
Planning Considerations	p. 59
What it Takes for Successful Advertising and Promotion	p. 61
The Communication Response Sequence	p. 61
Planning Overview	p. 65
The Advantage of Sequential Planning	p. 68
Relating Objectives and Goals to the Communication Response Sequence	p. 70
The Strategic Planning Process	p. 75
Review the Marketing Plan First	p. 76
Implement the Five-Step Strategic Planning Process	p. 78
Developing the Strategic Plan	p. 97
Selecting the Target Audience	p. 99
Target Audience Groupings	p. 100
Loyalty in Target Audience Selection	p. 103
Cost Implications in Selecting a Target Audience	p. 105
Profiling a Target Audience	p. 106
Target Audience and Strategy	p. 117
Understanding Target Audience Decision Making	p. 127
Developing a Model of Target Audience Decision Making	p. 129
Determining the Best Positioning	p. 142
Marketing Mix	p. 143
Identifying and Defining the Market	p. 146
Seeking a Differential Advantage	p. 152
Effective Positioning	p. 162
Developing a Communication Strategy	p. 168
Setting Communication Objectives	p. 170
Brand Awareness and Brand Attitude Strategy	p. 175
Importance of Involvement and Motivation	p. 184
Promotion Strategy	p. 196
Setting a Media Strategy	p. 202
The Turbulent Media Environment	p. 203
The Media Trade-Off Trinity	p. 204
Selecting Media	p. 205
Scheduling Media	p. 213
Target Audience Factors and Brand Ecology	p. 214
Evaluating the Efficiency of Media Strategy	p. 216
New Media	p. 216
Making it Work	p. 229
Processing the Message	p. 231
What do we Mean by Processing?	p. 231
Cognitive Responses in Processing	p. 242
Emotion	p. 249
Processing Advertising in New Media	p. 255
Creative Tactics	p. 262
Tactics for Attention	p. 263
Tactics for Learning	p. 268
Minimizing Problems with Memory	p. 275
Brand Awareness and Brand Attitude Creative Tactics	p. 276
Creative Execution	p. 292
Creating Advertising	p. 292
Creative Execution and Decision Roles	p. 294
Consistency in Creative Executions	p. 296
Social Marketing Communication	p. 301
Briefing the Creatives	p. 308
Creative Research	p. 312
Integrating Advertising and Promotion	p. 325
Sales Promotion and Broader Communication Mix	p. 327
Sales Promotion	p. 328
Public Relations and Sponsorships	p. 339
Personal Selling and Trade Shows	p. 342
Product Placement	p. 344
Packaging	p. 345
Channels Marketing	p. 346
Putting it all Together	p. 354
Integrated Marketing Communication (IMC)	p. 354
Advantages of Using Advertising and Promotion Together	p. 362
Monitoring the Campaign	p. 365
Campaign Wearout	p. 369
Problems in Implementing IMC	p. 369
Glossary	p. 377
Index	p. 381
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