Strategic Advertising Management

Strategic Advertising Management provides a comprehensive guide to effective advertising and marketing communications, with real-world examples and case studies from international brands. It offers the most current and comprehensive coverage of the advertising industry, including social media, viral, and online advertising, and is supported by online resources for students and lecturers.

Format: Paperback / softback
Length: 504 pages
Publication date: 16 February 2021
Publisher: Oxford University Press

Strategic Advertising Management is a comprehensive guide that provides the essential foundation for understanding effective strategic planning in advertising and marketing communications. Written by renowned experts in the field, the book offers a wealth of knowledge and insights into the world of advertising.

The authors draw on their extensive experience to present the fundamental principles of communication that demonstrate how advertising works. Through real-world examples and 16 new case studies featuring a diverse range of international brands and companies, including Swapfiet, JetBlue, and Jaguar, the book provides a clear illustration of how strategic advertising operates in a global economy.

In addition to its coverage of traditional advertising channels, the sixth edition of Strategic Advertising Management includes expanded coverage of social media, viral, and online advertising. It also includes a dedicated chapter on digital media, reflecting the rapidly evolving landscape of the advertising industry.

The book is designed to cater to students and institutions alike. It is available in various formats, including print, ebook, and online resources. The ebook offers a mobile experience, convenient access, and functionality tools that enhance learning support.

Furthermore, the book is accompanied by a comprehensive range of online resources. For students, these include flashcard glossaries, 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, the book provides 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, as well as web links.

Strategic Advertising Management is an invaluable resource for anyone interested in advertising, marketing, or business. It offers a comprehensive and up-to-date understanding of the industry, providing valuable insights and practical strategies for success in today's competitive marketplace.

Weight: 976g
Dimension: 191 x 246 x 24 (mm)
ISBN-13: 9780198835615
Edition number: 6 Revised edition