Strategic Advertising Management

By Richard Rosenbaum-Elliott, Larry Percy, Richard Elliott

Book Overview

Integrating theory with application and presenting numerous real-life examples, Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website includes resources for students and instructors.

• Format: Paperback
• Language: English
• ISBN: 0199605580
• ISBN13: 9780199605583
• Release Date: May 2012
• Publisher: Oxford University Press, USA
• Length: 416 Pages
• Weight: 1.90 lbs.
• Dimensions: 0.9" x 9.7" x 7.4"