Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of 'how advertising works' and what is required from a manager's perspective, in the development of an effective communication plan. The new edition has been fully updated with more coverage of new media throughout the text and the inclusion of a section on advertising for social marketing.

Takes a strategic approach to advertising management, laying the foundation so that students understand how effective marketing communication works.

Equips students with the necessary skills for developing the strategy involved in advertising, enabling students to understand how strategy may be applied to the processes involved in advertising.

Integrates theory with application, presenting numerous real life examples, allowing students to gain a holistic appreciation of the strategic dimensions of advertising.

Part One: Overview of Advertising and Promotion
1: What are Advertising and Promotion
2: Perspectives on Advertising
Part Two: Planning Considerations
3: What it Takes for Successful Advertising and Promotion
4: Understanding Cultural Differences
5: The Strategic Planning Process
Part Three: Developing The Strategic Plan
6: Selecting the Target Audience
7: Understanding the Best Positioning
8: Determining the Best Positioning
9: Developing Communications Strategy
10: Setting the Media Strategy
Part Four: Making it Work
11: Processing the Message
12: Creative Tactics
13: Creative Execution
Part Five: Integrating Advertising and Promotion
14: Message Delivery Options
15: Putting it All Together

Larry Percy , Visiting Professor at Copenhagen Business School and Luiss Business School, Rome, and International Consultant in Marketing Communications and Brand Strategy

Richard Rosenbaum-Elliott , Professor of Marketing and Consumer Research, University of Bath School of Management, and Fellow of St Anne's College, Oxford

The following resources are available for lecturers prescribing Strategic Advertising Management: Fourth Edition:

• Suggested IPA case histories
• Suggested classroom exercises
• PowerPoint slides

If you would like more information about this title, or access to it's additional supplements, please contact your Oxford sales representative.

The following resources are available for students using Strategic Advertising Management: Fourth Edition at the Online Resource Centre: 

• Flashcard glossary
• Additional questions
• Further reading updates
• Web links
• Links to video
• Examples of advertising