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Strategic advertising management /

紀錄類型:	書目-語言資料,印刷品 : 單行本
作者:	PercyLarry.,
合作者:	ElliottRichard.,
出版地:	New York, N.Y. :
出版者:	Oxford University Press,;
出版年:	2005.
版本:	2nd ed.
面頁冊數:	xviii, 335 p., 10 p. of col. plates :ill. ; : 25 cm.;
標題:	Strategic planning.; -
標題:	Communication in marketing.; -
標題:	Sales promotion.; -
標題:	Advertising; - Management. -
ISBN:	0199274894
內容註:	Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together.

Strategic advertising management /
Percy, Larry.

Strategic advertising management / / Larry Percy, Richard Elliott. - 2nd ed.. - New York, N.Y. : : Oxford University Press,, 2005.. - xviii, 335 p., 10 p. of col. plates : ; ill. ; ; 25 cm..
Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together..
Includes bibliographical references and index..
ISBN 0199274894
Strategic planning.;Communication in marketing.;Sales promotion.;Advertising; -- Management.

Elliott, Richard.

Strategic advertising management /
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010 1 $a 0199274894 $b pbk. $d NT1940
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101 $a eng
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200 1 $a Strategic advertising management / $f Larry Percy, Richard Elliott.
205 $a 2nd ed.
210 $a New York, N.Y. : $a Oxford ; $d 2005. $c Oxford University Press,
215 1 $a xviii, 335 p., 10 p. of col. plates : $c ill. ; $d 25 cm.
320 $a Includes bibliographical references and index.
320 $a Includes bibliographical references and index.
327 0 $a Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together.
606 $a Strategic planning.; $3 125991
606 $a Communication in marketing.; $3 126262
606 $a Sales promotion.; $3 126263
606 $a Advertising; $x Management. $3 126261
676 $a 659.1 $v 21
700 $a Percy $b Larry. $3 126259
701 $a Elliott $b Richard. $3 126260