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. With added coverage on social media, viral, and online advertising throughout, and a dedicated chapter on digital media, Strategic Advertising Management continues to offer the most current, comprehensive and complete guide to the rapidly evolving landscape of the advertising industry.
This book is accompanied by the following online resources: For students:
Flashcard glossary
Additional questions
Further reading
Web links
Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries For lecturers:
Case study source links
Suggested case histories from World Advertising Research Council
Suggested classroom exercises
PowerPoint slides
Figures, tables, and adverts from the textbook
