Strategic Marketing, 4th Edition West-Test Bank

Testbank for Strategic Advertising, 4e West

1. ISBN-10

   0198856768
2. ISBN-13

   978-0198856764
3. Strategic Advertising, 4th Version West’s content is highly hands-on and remarkably transparent. It addresses the crucial ideas and instruments required to grasp and implement efficient advertising tactics. The fourth edition is filled with fresh exemplars and case studies, encompassing the surge of Disney +, the application of artificial intelligence in promotion, and small-scale originators in India. Step into the corporate setting through the all-new Practitioner Insights feature, where advertisers working through Africa, Europe, and Asia discuss the obstacles they have confronted and how they triumphed over them. This considerably modified edition also involves the most recent studies and explorations of socio-political problems, such as the Black Lives Matter movement and the worldwide COVID-19 pandemic, emphasizing the importance of such topics for advertisers. The book’s transparent four-part framework replicates the strategic advertising framework most commonly used in the industry. Each segment deals with one of four queries that organizations must pose themselves: ‘where are we now?’, ‘where do we want to be?’, ‘how will we get there?’ and finally: ‘did we get there?’ – all while revealing the tactics advertisers employ to unearth the solutions. This illuminating book is the ultimate manual for strategic advertising for those studying the subject and for anyone aspiring to become a successful strategic marketer. The e-book delivers a mobile-friendly experience and convenient access: www.oxfordtextbooks.co.uk/ebooks This book is accompanied by the following online resources: For students: Self-test multiple choice questions with answer feedback Case study guide Links to additional resources (articles, videos, and other resources) Chapter summaries Key themes and further reading Additional exercises Flashcard glossary For lecturers: Additional extended case studies with teaching notes Lecturer’s guide to using the case studies from the book in class PowerPoint presentations Test bank containing multiple-choice questions Links to third-party video content Figures from the text