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Strategic Advertising Management
Strategic Advertising Management presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book
treats the subject as an integrated whole, looking at how the various aspects of advertising fit together.
In this latest edition the topic of promotion has been woven throughout the text. A new chapter on message delivery has been introduced, looking at basic types of promotion as well as alternative ways of delivering advertising and promotion type messages, such as sponsorships and event marketing. A
new chapter on understanding cultural differences has also been included for the new edition, giving consideration to issues of culture in respect of advertising strategy and execution. Case studies have been introduced to allow students to critically reflect on the material being covered in each
chapter.
The online resource centre will be updated in line with the text. The features of this can be outlined as
Online glossary
Additional questions
Further reading updates
Web links
Suggested IPA case histories
Suggested classroom exercises
PowerPoint slides
treats the subject as an integrated whole, looking at how the various aspects of advertising fit together.
In this latest edition the topic of promotion has been woven throughout the text. A new chapter on message delivery has been introduced, looking at basic types of promotion as well as alternative ways of delivering advertising and promotion type messages, such as sponsorships and event marketing. A
new chapter on understanding cultural differences has also been included for the new edition, giving consideration to issues of culture in respect of advertising strategy and execution. Case studies have been introduced to allow students to critically reflect on the material being covered in each
chapter.
The online resource centre will be updated in line with the text. The features of this can be outlined as
Online glossary
Additional questions
Further reading updates
Web links
Suggested IPA case histories
Suggested classroom exercises
PowerPoint slides
448 pages, Paperback
Published February 15, 2009
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Displaying 1 - 6 of 6 reviews
April 16, 2013
Really confusing to read.
April 27, 2022
I am reviewing this book despite being a novice to the business and advertising world. However, I can therefore speak to the helpfulness of this book for beginners. I found it very instructive as a novice. This book details the actual empirical data behind successful advertising strategy. Especially telling were the in-depth case studies at the end of each chapter. If you've ever wanted to know whether ads on social media or product placement actually lead to sales, I'd highly recommend this book!
April 7, 2020
Hur man kan marknadsföra låginvolverade produkter som snickers.
Percy & Rosenbaum (2016) bryter ner processeringen av webbannonser i 4 olika faser. Uppmärksamhet, Inlärande, acceptans och emotioner.
Percy & Rosenbaum (2016) bryter ner processeringen av webbannonser i 4 olika faser. Uppmärksamhet, Inlärande, acceptans och emotioner.
June 12, 2016
While the theoretic aspect of advertising management is quite interesting, this book, is indeed not.
You'd think someone in the advertising field would know how to 'sell' and make sure the consumers maintain interest in their product (here, the book and the theory), a lot better. What better way is there to make sure readers lose interest than keeping the entire book in black and white, with very few illustrations etc.? This might be an informational text, but a little colour and diversity would really make the text-presentation a lot more attractive, captivating and appealing. (This atleast goes for this version of the book, I think the newer versions looked upon this issue and partially fixed it)
One positive thing about this book though, is that even though small cases are presented to the reader, they are not all-consuming, as they are in many college text-books. These cases give an understanding of what good campaigns are in reality, or what what promotion gone horribly wrong looks like, but without the cases being scattered at every possible page they can be, in the book. They provide a great link between the theoretical aspect and how it can be done in the real world.
You'd think someone in the advertising field would know how to 'sell' and make sure the consumers maintain interest in their product (here, the book and the theory), a lot better. What better way is there to make sure readers lose interest than keeping the entire book in black and white, with very few illustrations etc.? This might be an informational text, but a little colour and diversity would really make the text-presentation a lot more attractive, captivating and appealing. (This atleast goes for this version of the book, I think the newer versions looked upon this issue and partially fixed it)
One positive thing about this book though, is that even though small cases are presented to the reader, they are not all-consuming, as they are in many college text-books. These cases give an understanding of what good campaigns are in reality, or what what promotion gone horribly wrong looks like, but without the cases being scattered at every possible page they can be, in the book. They provide a great link between the theoretical aspect and how it can be done in the real world.
August 31, 2007
I really feel for the students in my class for whom English is not their native language. This book is a slow slog. What I wouldn't give for some well-applied graphic design to enliven the text and ease comprehension!
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February 27, 2018very good book
This entire review has been hidden because of spoilers.
Displaying 1 - 6 of 6 reviews