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. Digital formats and resources The sixth edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources. - The ebook offers a mobile experience and convenient access along with functionality tools, navigation features, and links that offer extra learning support: www.oxfordtextbooks.co.uk/ebooks 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 textbookWeb links
"El libro aporta un gran recurso como es la gestión publicitaria estratégica ilustrando claramente cómo opera esta en una economía global. Utilizando ejemplos del mundo real y una veintena de nuevos estudios de casos que presentan una variedad de marcas y empresas internacionales. Por otro lado ofrece enlaces web de videos de anuncios que ejemplifican las estrategias discutidas en el libro en formato de cortometrajes de empresas de publicidad y documentales . También se destaca por la cobertura de la publicidad en redes sociales, publicidad viral y en línea y un capítulo dedicado a los medios digitales."