
Strategic Advertising Management offers a systematic look at advertising within a theoretical & strategic planning framework. The authors present an overview of how advertising works & what is required from a managers perspective in the development of an effective communication plan. The new edition has been fully updated with more coverage of new media throughout the text & the inclusion of a section on advertising for social marketing. Online Resource Centre For Students: Flashcard glossary Additional questions Further reading updates Web links Links to video Examples of Advertising For Lecturers: Suggested IPA case histories Suggested classroom exercises Power Point slides