Breakout Strategies For Emerging Markets 1/e

The second edition of Percy and Elliotts Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an Advertising Management module. The authors firstly address what advertising is meant to do and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to include expanded chapter introductions and explicit key concepts. The chapters on Developing a Communication Strategy and Processing the Message have been significantly expanded as has the concluding partIntegrating Advertising and Promotion. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. Accompanying the new edition is a companion web site containing for lecturers PowerPoint slides with selected figures from the text and suggested classroom exercises and for students web links and additional questions. Book jacket.