Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of 'how advertising works' and what is required from a manager's 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 and 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
PowerPoint slides