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 16 new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy.
New to this edition
Using real world examples and 16 new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy.
New to this edition
- Sixteen new case studies on topical advertising from an international range of brands and companies such as Monki (Sweden), Carlsberg (Denmark) Burger King (US) and Aperol (Italy).
- New sections explore key areas such as the history of advertising, global cultural groups, gamification, music as a creative tactic, experiential marketing and campaign budgeting.
- The latest developments in social media, viral, and online advertising are covered in the fully revised chapter on digital media. This chapter now also explores the possibility of diminished cognitive functioning with the use of smartphones and the consequential implications on strategic advertising.
- Additional coverage on cultural value systems, decision roles involved in brand choice, positioning strategy, media vehicle selection, price promotions, the role of consciousness and attention; and executional considerations such as logos, slogans and taglines.
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