Strategic advertising management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Oxford Univ. Press
2009
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 424 S. Ill., graph. Darst. |
| ISBN: | 0199532575 9780199532575 |
Internformat
MARC
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| 245 | 1 | 0 | |a Strategic advertising management |c Larry Percy ; Richard Elliott |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Oxford [u.a.] |b Oxford Univ. Press |c 2009 | |
| 300 | |a XVIII, 424 S. |b Ill., graph. Darst. | ||
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| 650 | 7 | |a Werbeplanung |2 stw | |
| 650 | 7 | |a Werbung |2 stw | |
| 650 | 4 | |a Advertising |x Management | |
| 650 | 4 | |a Communication in marketing | |
| 650 | 4 | |a Sales promotion | |
| 650 | 4 | |a Strategic planning | |
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Datensatz im Suchindex
| _version_ | 1804138140966846465 |
|---|---|
| adam_text | CONTENTS
List
of tab/es
xi
List of figures
xiii
List of adverts
xv
List of plates
xvii
PART1
Overview of Advertising and Promotion 1
1
What are Advertising and Promotion?
3
Defining Advertising and Promotion
4
A Closer Look at Advertising
5
A Closer Look at Promotion
11
Criticism of Advertising
12
Advertising and the Consumer
15
2
Perspectives on Advertising
24
Audiences and Individuals
25
Implications for Advertising Strategy
33
3
Advertising across Cultural Borders
39
Convergence or Divergence
40
Basic Sources of Different Cultural Assumptions
41
Cognitive Organization and Cultural Values
43
Cultural Differences and Values in Advertising
46
Brand Perceptions across Cultures
50
Some Implications for Advertising Management
51
PART
2
Planning Considerations
63
4
What ¡tTakes for Successful Advertising and Promotion
65
The Communication Response Sequence
66
Planning Overview
70
The Advantage of Sequential Planning
73
Relating Objectives and Goals to the Communication Response Sequence
75
5
The Strategic Planning Process
82
Review the Marketing Plan First
83
Implement the Five-Step Strategic Planning Process
85
CONTENTS
PART
З
Developing the Strategic Plan
10/
6
Selecting theTarget Audience
109
Target Audience Groupings
110
Loyalty in Target Audience Selection
113
Cost Implications in Selecting
aTarget
Audience
115
Profiling a Target Audience
118
Target Audience and Strategy
129
7
UnderstandingTarget Audience Decision Making
138
Decision Participants
140
Developing a Model of Target Audience Decision Making
146
8
Determining the Best Positioning
161
Marketing Mix
162
Identifying and Defining the Market
166
Seeking a Differential Advantage
175
Effective Positioning
185
9
Developing a Communication Strategy
192
Setting Communication Objectives
194
Brand Awareness and Brand Attitude Strategy
198
Importance of Involvement and Motivation
207
Promotion Strategy
220
10
Setting a Media Strategy
228
The Turbulent Media Environment
229
The Media Trade-off Trinity
230
Selecting Media
232
Scheduling Media
236
Target Audience Factors and Brand Ecology
237
Evaluating the Efficiency of Media Strategy
239
The New Media
239
PART
4
Making it Work
249
11
Processing the Message
251
What do we Mean by Processing?
252
Cognitive Responses in Processing
264
CONTENTS
Emotion 270
Processing Internet
Advertising
275
12 Creative
Tactics
284
Tactics for Attention
285
Tactics for Learning
291
Minimizing Problems with Memory
298
Brand Awareness and Brand Attitude Creative Tactics
299
13
Creative Execution
320
Creating Advertising
321
Consistency in Creative Executions
322
Briefing the
Créatives
326
Ethics and Advertising
331
Creative Research
333
PART
5
Integrating Advertising and Promotion
345
14
Sales Promotion and Broader Communication Mix
347
Sales Promotion
348
Public Relations and Sponsorships
358
Personal Selling and Trade Shows
362
Product Placement
365
Packaging
366
Channels Marketing
368
15
Putting it All Together
376
Integrated Marketing Communication (IMC)
377
Advantages of Using Advertising and Promotion Together
385
Marketing Communication Task Grid
388
Monitoring the Campaign
395
Campaign Wearout
399
Problems in Implementing IMC
400
Glossary
411
Index
415
|
| adam_txt |
CONTENTS
List
of tab/es
xi
List of figures
xiii
List of adverts
xv
List of plates
xvii
PART1
Overview of Advertising and Promotion 1
1
What are Advertising and Promotion?
3
Defining Advertising and Promotion
4
A Closer Look at Advertising
5
A Closer Look at Promotion
11
Criticism of Advertising
12
Advertising and the Consumer
15
2
Perspectives on Advertising
24
Audiences and Individuals
25
Implications for Advertising Strategy
33
3
Advertising across Cultural Borders
39
Convergence or Divergence
40
Basic Sources of Different Cultural Assumptions
41
Cognitive Organization and Cultural Values
43
Cultural Differences and Values in Advertising
46
Brand Perceptions across Cultures
50
Some Implications for Advertising Management
51
PART
2
Planning Considerations
63
4
What ¡tTakes for Successful Advertising and Promotion
65
The Communication Response Sequence
66
Planning Overview
70
The Advantage of Sequential Planning
73
Relating Objectives and Goals to the Communication Response Sequence
75
5
The Strategic Planning Process
82
Review the Marketing Plan First
83
Implement the Five-Step Strategic Planning Process
85
CONTENTS
PART
З
Developing the Strategic Plan
10/
6
Selecting theTarget Audience
109
Target Audience Groupings
110
Loyalty in Target Audience Selection
113
Cost Implications in Selecting
aTarget
Audience
115
Profiling a Target Audience
118
Target Audience and Strategy
129
7
UnderstandingTarget Audience Decision Making
138
Decision Participants
140
Developing a Model of Target Audience Decision Making
146
8
Determining the Best Positioning
161
Marketing Mix
162
Identifying and Defining the Market
166
Seeking a Differential Advantage
175
Effective Positioning
185
9
Developing a Communication Strategy
192
Setting Communication Objectives
194
Brand Awareness and Brand Attitude Strategy
198
Importance of Involvement and Motivation
207
Promotion Strategy
220
10
Setting a Media Strategy
228
The Turbulent Media Environment
229
The Media Trade-off Trinity
230
Selecting Media
232
Scheduling Media
236
Target Audience Factors and Brand Ecology
237
Evaluating the Efficiency of Media Strategy
239
The New Media
239
PART
4
Making it Work
249
11
Processing the Message
251
What do we Mean by Processing?
252
Cognitive Responses in Processing
264
CONTENTS
Emotion 270
Processing Internet
Advertising
275
12 Creative
Tactics
284
Tactics for Attention
285
Tactics for Learning
291
Minimizing Problems with Memory
298
Brand Awareness and Brand Attitude Creative Tactics
299
13
Creative Execution
320
Creating Advertising
321
Consistency in Creative Executions
322
Briefing the
Créatives
326
Ethics and Advertising
331
Creative Research
333
PART
5
Integrating Advertising and Promotion
345
14
Sales Promotion and Broader Communication Mix
347
Sales Promotion
348
Public Relations and Sponsorships
358
Personal Selling and Trade Shows
362
Product Placement
365
Packaging
366
Channels Marketing
368
15
Putting it All Together
376
Integrated Marketing Communication (IMC)
377
Advantages of Using Advertising and Promotion Together
385
Marketing Communication Task Grid
388
Monitoring the Campaign
395
Campaign Wearout
399
Problems in Implementing IMC
400
Glossary
411
Index
415 |
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| author | Percy, Larry Elliott, Richard 1948- |
| author_GND | (DE-588)170799492 (DE-588)14397064X |
| author_facet | Percy, Larry Elliott, Richard 1948- |
| author_role | aut aut |
| author_sort | Percy, Larry |
| author_variant | l p lp r e re |
| building | Verbundindex |
| bvnumber | BV023536301 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5438 |
| callnumber-raw | HF5438.5 |
| callnumber-search | HF5438.5 |
| callnumber-sort | HF 45438.5 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 630 QP 633 |
| ctrlnum | (OCoLC)247440999 (DE-599)GBV577622528 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| genre_facet | Lehrbuch |
| id | DE-604.BV023536301 |
| illustrated | Illustrated |
| index_date | 2024-07-02T22:30:13Z |
| indexdate | 2024-07-09T21:23:28Z |
| institution | BVB |
| isbn | 0199532575 9780199532575 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016824911 |
| oclc_num | 247440999 |
| open_access_boolean | |
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| physical | XVIII, 424 S. Ill., graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
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| publisher | Oxford Univ. Press |
| record_format | marc |
| spelling | Percy, Larry Verfasser (DE-588)170799492 aut Strategic advertising management Larry Percy ; Richard Elliott 3. ed. Oxford [u.a.] Oxford Univ. Press 2009 XVIII, 424 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Werbeplanung stw Werbung stw Advertising Management Communication in marketing Sales promotion Strategic planning Werbung (DE-588)4065541-6 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Werbestrategie (DE-588)4133682-3 gnd rswk-swf 1\p (DE-588)4123623-3 Lehrbuch gnd-content Unternehmen (DE-588)4061963-1 s Werbestrategie (DE-588)4133682-3 s DE-604 Marketingmanagement (DE-588)4168907-0 s Werbung (DE-588)4065541-6 s 2\p DE-604 Elliott, Richard 1948- Verfasser (DE-588)14397064X aut Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016824911&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Percy, Larry Elliott, Richard 1948- Strategic advertising management Werbeplanung stw Werbung stw Advertising Management Communication in marketing Sales promotion Strategic planning Werbung (DE-588)4065541-6 gnd Marketingmanagement (DE-588)4168907-0 gnd Unternehmen (DE-588)4061963-1 gnd Werbestrategie (DE-588)4133682-3 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4168907-0 (DE-588)4061963-1 (DE-588)4133682-3 (DE-588)4123623-3 |
| title | Strategic advertising management |
| title_auth | Strategic advertising management |
| title_exact_search | Strategic advertising management |
| title_exact_search_txtP | Strategic advertising management |
| title_full | Strategic advertising management Larry Percy ; Richard Elliott |
| title_fullStr | Strategic advertising management Larry Percy ; Richard Elliott |
| title_full_unstemmed | Strategic advertising management Larry Percy ; Richard Elliott |
| title_short | Strategic advertising management |
| title_sort | strategic advertising management |
| topic | Werbeplanung stw Werbung stw Advertising Management Communication in marketing Sales promotion Strategic planning Werbung (DE-588)4065541-6 gnd Marketingmanagement (DE-588)4168907-0 gnd Unternehmen (DE-588)4061963-1 gnd Werbestrategie (DE-588)4133682-3 gnd |
| topic_facet | Werbeplanung Werbung Advertising Management Communication in marketing Sales promotion Strategic planning Marketingmanagement Unternehmen Werbestrategie Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016824911&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT percylarry strategicadvertisingmanagement AT elliottrichard strategicadvertisingmanagement |