Strategic advertising management - Percy, Larry

"Strategic Advertising Management" by Larry Percy is a book that focuses on the principles and strategies of advertising in a business context. The book delves into various aspects of advertising management, including planning, implementation, and evaluation of advertising campaigns. It provides insights into how businesses can create effective advertising strategies to achieve their marketing and communication goals.

The book covers topics such as target audience analysis, brand positioning, creative development, media selection, and the use of digital advertising channels. It emphasizes the importance of aligning advertising efforts with overall business objectives and ensuring a consistent and cohesive message across different advertising platforms.

"Strategic Advertising Management" is designed to be a practical guide for advertising professionals, marketing managers, and students studying marketing and advertising. It offers theoretical frameworks and real-world case studies to help readers understand the key concepts and apply strategic thinking to advertising campaigns.