Strategic Advertising Management 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Larry Percy 作者

OUP Oxford

译者

2008-12-11 出版日期

448 页数

GBP 34.99 价格

Paperback

丛书系列

9780199532575 图书编码

Strategic Advertising Management 在线电子书图书标签: marketing advertising PR-AD-MKT

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Strategic Advertising Management 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Strategic Advertising Management 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Strategic Advertising Management 在线电子书图书描述

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 follows: Student: Online glossary Additional questions Further reading updates Web links Lecturer: Suggested IPA case histories Suggested classroom exercises PowerPoint slides

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