Strategic Advertising Management

This comprehensive guide explores advertising from a managerial perspective, featuring international case studies and current examples. It covers essential communication principles and includes resources for students and lecturers alike.

Strategic Advertising Management offers a comprehensive exploration of advertising from a managerial perspective, emphasizing the essential elements needed to create effective communication plans. With a solid theoretical foundation, the book combines current international examples to illustrate how advertising functions in various contexts. The authors, recognized experts in the field, leverage their extensive experience to outline the key principles of communication that underpin successful advertising strategies.

The sixth edition of the book includes 16 new case studies featuring well-known international brands, such as the Dutch bike rental service Swapfiets, US airline JetBlue, and British car manufacturer Jaguar. These real-world examples serve to clarify how strategic advertising operates within a global economy. Additionally, the book addresses contemporary topics such as social media, viral marketing, and online advertising, with a dedicated chapter focusing on digital media. This ensures that readers are equipped with the most relevant knowledge in a rapidly changing advertising landscape.

To enhance the learning experience, Strategic Advertising Management is available in various formats, including an ebook that provides mobile access and interactive features. Accompanying online resources for students and lecturers include a flashcard glossary, additional questions, video links to relevant advertisements, and suggested classroom exercises. This comprehensive approach makes the book a valuable resource for both students and professionals seeking to deepen their understanding of strategic advertising management.