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Advertising communications & promotion management / John R. Rossiter, Larry Percy.

By: Contributor(s): Material type: TextTextSeries: McGraw-Hill series in marketingPublisher: New York : McGraw-Hill Companies, [1997]Publisher: ©1997Edition: Second editionDescription: xvi, 640 pages ; illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 007053943X (acidfree paper)
Other title:
  • Advertising communications and promotion management [Other title]
Subject(s): DDC classification:
  • 659.1 20 R.J.A
Partial contents:
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.
Summary: 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.Summary: 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.
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Holdings
Item type Current library Call number Status Date due Barcode
Books Books Main library B8 659.1 R.J.A (Browse shelf(Opens below)) Available 00006449

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.

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