Table of contents for Strategic advertising management / Larry Percy, Richard Elliott.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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*OUTLINE CONTENTS
DETAILED CONTENTS ix
LIST OF TABLES xiii
LIST OF FIGURES xv
LIST OF ADVERTS xvii
PART ONE Overview of Advertising and Promotion
1 What are Advertising and Promotion? 3
2 Perspectives on Advertising 21
PART TWO Planning Considerations
3 What it Takes for Successful Advertising and Promotion 35
4 The Strategic Planning Process49
PART THREE Developing the Strategic Plan
5 Selecting the Target Audience 63
6 Understanding Target Audience Decision Making 87
7 Determining the Best Positioning 105
8 Developing a Communication Strategy 131
9 Setting a Media Strategy 163
PART FOUR Making it Work
10 Processing the Message 181
11 Creative Tactics 211
12 Creative Execution 225
PART FIVE Integrating Advertising and Promotion
13 Promotion Tactics 271
14 Putting it All Together 298
GLOSSARY 323
INDEX 000

Library of Congress Subject Headings for this publication:

Sales promotion.
Advertising -- Management.
Strategic planning.
Communication in marketing.