Synopsis
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.
Online Resource Centre
For Students:
Flashcard glossary
Additional questions
Further reading updates
Web links
Links to video
Examples of Advertising
For Lecturers:
Suggested IPA case histories
Suggested classroom exercises
PowerPoint slides
"synopsis" may belong to another edition of this title.
Review
Strategic Advertising Manangement stands out from all the current marketing communication textbooks by taking an integrated approach. It is exceptional in showing how marketing communication planning informs and inspires the rhetorical strategy and creative executions of advertising and promotional campaigns. (Poul Erik Flyyvholm Jorgensen, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus)
The third edition makes an excellent primer for students and managers wanting to understand the concepts and practices of advertising and promotion management. It explains the complexities of advertising management in a way that makes them accessible to students and practitioners alike. (Peter Williams, Leeds Business School, Leeds Metropolitan University)
This is one of the most straightforward and focused advertising textbooks I have seen (Evmorfia Argyriou, Aston Business School, Aston University)
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Strategic Advertising Management
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