Strategic Advertising Management provides the firm foundation needed to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.
Using real-world examples and case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiets, US airline JetBlue, and British car manufacturer Jaguar, this resource clearly illustrates how strategic advertising operates in a global economy.
With added coverage on social media, viral, and online advertising, along with a dedicated chapter on digital media, Strategic Advertising Management offers the most current and comprehensive guide to the rapidly evolving landscape of the advertising industry.
The sixth edition is available in various formats and is supported by online resources, including a flashcard glossary, additional questions, further reading, web links, and video links to adverts exemplifying strategies discussed in the book.
For lecturers, resources include case study source links, suggested case histories from the World Advertising Research Council, suggested classroom exercises, PowerPoint slides, figures, tables, and adverts from the textbook.
Pages: 504, Dimensions: 19x19cm
