Advertising communications & promotion management /
Rossiter, John R.,
Advertising communications & promotion management / Advertising communications and promotion management John R. Rossiter, Larry Percy. - Second edition - xvi, 640 pages ; illustrations ; 26 cm - McGraw-Hill series in marketing .
Includes bibliographical references and indexes.
Part 1: AC&P and marketing objectives; advertising communications and promotion; marketing objectives and budget. Part 2: target audience selection and action ojectives; behavioural sequence model for specific targetting. Part 3: communication objectives and positioning; communication objectives; choosing a positioning strategy. Part 4: creative strategy; the creative idea; creative execution tactics - branding and low-involvement persuasion; creative execution tactics - high involvement persuasion; attention and structure of ads. Part 5: integrated communication strategy; corporate advertising comunications; manufacturer's promotions; retailer's promotions; direct marketing promotions. Part 6: media strategy; advertisng and IMC media selection; media strategy - the reach pattern and effective frequency; media plan implementation. Part 7: advertising research and evaluation; advertisng strategy research; concept communications and promotion plan.
This text places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communications, direct-response advertising and promotions. It has a strong managerial and applied emphasis. This edition places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communictions, direct-response advertising, and promotions. The text has a strong managerial and applied emphasis, and covers all the core topics in advertising and advertising communications.
007053943X (acidfree paper)
96025413
Advertising.
Communication in marketing.
Sales promotion.
659.1 / R.J.A
Advertising communications & promotion management / Advertising communications and promotion management John R. Rossiter, Larry Percy. - Second edition - xvi, 640 pages ; illustrations ; 26 cm - McGraw-Hill series in marketing .
Includes bibliographical references and indexes.
Part 1: AC&P and marketing objectives; advertising communications and promotion; marketing objectives and budget. Part 2: target audience selection and action ojectives; behavioural sequence model for specific targetting. Part 3: communication objectives and positioning; communication objectives; choosing a positioning strategy. Part 4: creative strategy; the creative idea; creative execution tactics - branding and low-involvement persuasion; creative execution tactics - high involvement persuasion; attention and structure of ads. Part 5: integrated communication strategy; corporate advertising comunications; manufacturer's promotions; retailer's promotions; direct marketing promotions. Part 6: media strategy; advertisng and IMC media selection; media strategy - the reach pattern and effective frequency; media plan implementation. Part 7: advertising research and evaluation; advertisng strategy research; concept communications and promotion plan.
This text places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communications, direct-response advertising and promotions. It has a strong managerial and applied emphasis. This edition places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communictions, direct-response advertising, and promotions. The text has a strong managerial and applied emphasis, and covers all the core topics in advertising and advertising communications.
007053943X (acidfree paper)
96025413
Advertising.
Communication in marketing.
Sales promotion.
659.1 / R.J.A