Strategic Advertising Management
| Author | : Larry Percy |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2021 |
| Genre | : Advertising |
| ISBN | : 9780191968914 |
Strategic Advertising Management
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Strategic Brand Management
| Author | : Richard H. Elliott |
| Publisher | : Oxford University Press, USA |
| Total Pages | : 283 |
| Release | : 2007 |
| Genre | : Business & Economics |
| ISBN | : 0199260001 |
Approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. This book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.
Advertising Management in a Digital Environment
| Author | : Larry D. Kelley |
| Publisher | : Routledge |
| Total Pages | : 243 |
| Release | : 2021-07-21 |
| Genre | : Business & Economics |
| ISBN | : 1000414108 |
Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.
Advertising Management
| Author | : Donald W Jugenheimer |
| Publisher | : Routledge |
| Total Pages | : 231 |
| Release | : 2014-12-18 |
| Genre | : Antiques & Collectibles |
| ISBN | : 1317477650 |
This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on 'managing yourself' and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.
Strategic Marketing: Planning and Control
| Author | : Graeme Drummond |
| Publisher | : Routledge |
| Total Pages | : 322 |
| Release | : 2007-06-01 |
| Genre | : Business & Economics |
| ISBN | : 1136362371 |
Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined. Completely revised and updated, the second edition of Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.
Cases in Advertising Management
| Author | : Kelley |
| Publisher | : M.E. Sharpe |
| Total Pages | : 146 |
| Release | : 2015-05-18 |
| Genre | : Business & Economics |
| ISBN | : 0765628767 |
"Cases in Advertising Management" offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors.The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction ('How to Analyze a Case Study') is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change.
The Blueprint for Strategic Advertising
| Author | : Margo Berman |
| Publisher | : Routledge |
| Total Pages | : 224 |
| Release | : 2016-07-01 |
| Genre | : Business & Economics |
| ISBN | : 1317211626 |
The Blueprint for Strategic Advertising’s step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again. This useful guide will concentrate on how strategy is integrated into visual and verbal ideation. Berman’s compact, content-rich guide offers chapters detailing social media, user-centered interactive advertising, and presentation strategy, closing with the creation of a "blueprint" to strategizing globally. Features include a handy reference guide to powerful strategizing, an exploration of strategies for myriad media and messaging vehicles, and an examination of the strategic implementation of the visual and verbal union. This guide will be useful to students in advertising, marketing, and business courses as well as advertising professionals and entrepreneurs, outside the classroom.
Strategic Advertising Mechanisms
| Author | : Jorge David Fernández Gómez |
| Publisher | : Intellect (UK) |
| Total Pages | : 176 |
| Release | : 2021-09-27 |
| Genre | : |
| ISBN | : 9781789384307 |
An academic review of the major marketing techniques that transformed advertising communication forever. This book takes an in-depth look at the most important and transcendent strategic advertising mechanisms to emerge in the twentieth century. Charting trends in classic advertising methodologies, the author explores key concepts from Rosser Reeves's unique selling proposition and Procter & Gamble's copy strategy to influential modern approaches including Kevin Roberts's Lovemarks and Douglas Holt's iconic brand framework. It also considers European mechanisms, including Jacques Séguéla's star strategy and Henri Joannis' psychological axis theory. Practitioners, researchers, scholars, and students will find much to gain from this rich exploration of the strategies that shaped modern advertising and the figures behind them.
Strategic Integrated Marketing Communications
| Author | : Larry Percy |
| Publisher | : Routledge |
| Total Pages | : 335 |
| Release | : 2014-06-27 |
| Genre | : Business & Economics |
| ISBN | : 1136776206 |
An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Strategic Marketing Management
| Author | : Richard M.S. Wilson |
| Publisher | : Routledge |
| Total Pages | : 884 |
| Release | : 2012-08-06 |
| Genre | : Business & Economics |
| ISBN | : 1136362517 |
This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages: * Where are we now? - Strategic and marketing analysis * Where do we want to be? - Strategic direction and strategy formulation * How might we get there? - Strategic choice * Which way is best? - Strategic evaluation * How can we ensure arrival? - Strategic implementation and control This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering: * The changing role of marketing * Approaches to analysing marketing capability * E-marketing * Branding * Customer relationship management * Relationship management myopia * The decline of loyalty The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.
