This new and updated edition of Percy and Elliott's Strategic Advertising Management deals with advertising from a strategic rather than simply a descriptive standpoint. The authors look first at what advertising is meant to do, and then go on to analyse what constitutes effective advertising and promotion. They use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. ÍNDICE: Part One: Overview of Advertising and Promotion 1 What are Advertising and Promotion? 2 Perspectives on Advertising Part Two: Planning Considerations 3 What it Takes for Successful Advertising and Promotion 4 The Strategic Planning Process Part Three: Developing the Strategic Plan 5 Selecting the Target Audience 6 Understanding Target Audience Decision Making 7 Determining the Best Positioning 8 Developing a Communication Strategy 9 Setting a Media Strategy Part Four: Making it Work 10 Processing the Message 11 Creative Tactics 12 Creative Execution Part Five: Integrating Advertising and Promotion 13 Promotion tactics 14 Putting it All Together