Advertising Strategy: A 360 Degree Brand Approach
Language: English
Published by Melvin & Leigh, Publishers, 2017
- Softcover
- Used
Seller: World of Books Inc, Montgomery, IL, U.S.A.World of Books Inc
AbeBooks seller since March 23, 2026
Condition: Used - Very good
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- Title
- Advertising Strategy: A 360 Degree Brand Approach
- Author
- Kim Bartel Sheehan
- Publisher
- Melvin & Leigh, Publishers
- Publication year
- 2017
- Condition
- Very Good
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0997308451
- ISBN 13
- 9780997308457
The organization of Advertising Strategy works from the inside out to connect all strategic decisions. The brand is at the center. Marketing decisions are the first layer of strategic decisions. Consumer insight forms the next layer, the central idea the next, and then the message and media strategies form the final layer. The overall result is a comprehensive guide to building successful strategy.
The book’s easy-to-read style and logical format make it ideal for course adoption, and students as well as professionals will benefit from the variety of real-world examples.
Key content includes:
▪ Psychological foundations of brands and persuasion
▪ Discussion of both promotion and protection of the brand
▪ Several chapters devoted to digital and social media strategy
▪ Review questions and additional resources provided in each chapter.
About the Authors
Larry Kelley is a 25 year advertising industry veteran and is a Professor of Advertising at the University of Houston. He most recently was Executive Vice President, Chief Planning Officer of FKM and has served in senior management roles for BBDO, Bozell & Jacobs and the Bloom Agency. He is the author or co-author of eight books adopted by more than 75 college/university programs around the world.
Kim Bartel Sheehan is a Professor at the University of Oregon where she also directs the Honors Program in the School of Journalism and Communication. She has over twelve years of agency experience on accounts including McDonald’s and Kraft. She is the author or co-author of eleven books and dozens of academic articles in journals such as First Monday, Journal of Advertising, and more.
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World of Books Inc
Montgomery, IL, U.S.A.
AbeBooks seller since March 23, 2026
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