TY  - BOOK
AU  - Rossiter,John R.
AU  - Percy,Larry
TI  - Advertising communications & promotion management
T2  - McGraw-Hill series in marketing
SN  - 007053943X (acidfree paper)
U1  - 659.1 20
PY  - 1997///]
CY  - New York
PB  - McGraw-Hill Companies
KW  - Advertising
KW  - Communication in marketing
KW  - Sales promotion
N1  - 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

N2  - 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
ER  -