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Strategic Advertising Management

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Strategic Advertising Management

Larry Percy

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Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works. Using real world examples and case studies from a variety of international brands and companies, such as Samsung, McDonalds and Disney, the authors have created a resource that clearly illustrates how theory is put into practice, and how strategic advertising operates in a global economy. The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on ‘Digital Media,’ ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry.New to this Edition:A more user-friendly design using full colour throughout makes the text more engaging for students, and sees key advertisements distributed throughout the bookSixteen new case studies on topical advertising from international brands and companies including, the Oscars Selfie and Samsung, the Royal Wedding and T-mobile, and the Red Bull Stratos projectAn increased number of international examples from Europe, North America, and from emerging markets (BRICS/CIVETS)A new chapter on ‘Digital Media’ covering social media/ viral/ online advertisingAdditional coverage of corporate image advertising and credibility

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