Strategic Advertising Management provides a solid foundation for understanding strategic planning of advertising and marketing communication. The authors, experts with extensive practical experience, cover essential communication principles that explain how advertising works effectively.
The text includes current examples and sixteen new case studies from international brands such as Swapfiets (Netherlands), JetBlue (USA), and Jaguar (UK), illustrating how strategic advertising functions in a global context.
In-depth Content
The book pays attention to social media, viral and online advertising, including a special chapter on digital media. This edition is a complete and up-to-date reference work for the dynamic advertising industry.
Digital Formats and Support
The sixth edition is available in various digital formats that support students and educational institutions. The e-book version offers a mobile experience with user-friendly features and navigation.
Online Resources
For students, the following are available:
- Flashcard Glossary
- Supplementary Questions
- Further Reading
- Web Links
- Video Links to Advertisements and Relevant Documentaries
For instructors, there are:
- Resources for Case Studies
- Suggestions for Case Studies from the World Advertising Research Council
- In-Class Exercises
- PowerPoint Presentations
- Figures, Tables, and Advertisements from the Book
- Web Links
Language, Level, and Use
This learning resource is suitable for higher education and for professionals in the advertising and marketing sector. The language is English, aligned with an advanced language level (C1-C2). It is ideal for study, work, and self-study.
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