Table of Contents

Part One: Overview of Advertising and Promotion
1: What are Advertising and Promotion?
2: Perspectives on Advertising
3: Advertising across Cultural Borders
Part Two: Planning Considerations
4: What it Takes for Successful Advertising and Promotion
5: The Strategic Planning Process
Part Three: Developing the Strategic Plan
6: Selecting the Target Audience
7: Understanding Target Audience Decision Making
8: Determining the Best Positioning
9: Developing a Communication Strategy
10: Setting a Media Strategy
11: Digital Media
Part Four: Making it Work
12: Processing the Message
13: Creative Tactics
14: Creative Execution
Part Five: Integrating Advertising and Promotion
15: Sales Promotion and Broader Communication Mix
16: Campaign Strategy

About the Author

Larry Percy has worked in both the 'real world' of advertising and marketing as well as in the academic world. He is currently a consultant in marketing and communication. In addition to his consulting, Dr. Percy holds an appointment as Professor of Marketing at the Copenhagen Business School. Over the years, he has taught in a number of graduate programs at top U.S. and European business schools, including the University of Pittsburgh's Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics. Professor Richard Elliott is Professor Emeritus of Marketing and Consumer Research at the University of Bath

Reviews

`Continues to be the best source for conducting a university course on advertising management. The chapters unfold like a set of Chinese boxes, presenting a system of coherent rationales from a foundation of sound theoretical perspectives. This is a book that my students always rely on.'
Professor Erik Flyvholm Jorgensen, Department of Business Communication, Aarhus University, Denmark
`Strategic Advertising Management by Larry Percy and Richard Rosenbaum-Elliott goes from strength to strength and remains the best source for conducting a university course on advertising management. The chapters unfold like a set of Chinese boxes, presenting a system of coherent rationales from a foundation of sound theoretical perspectives. This is a book which my students always rely on.'
Poul Erik Flyvholm Jørgensen, Aarhus University
`A very good book! My new benchmark for books on advertising management!'
Philipp Johannes Nolte, Heinrich-Heine Universität Düsseldorf
`Excellent value, terrific and relevant content'
Guy Parrott, The University of Bedfordshire