000 02717cam a2200361 i 4500
999 _c4563
_d4563
001 4471201
005 20180725111642.0
008 960524s1997 nyua b 001 0 eng
010 _a 96025413
020 _a007053943X (acidfree paper)
040 _aDLC
_cDLC
_dDLC
_erda
082 0 4 _a659.1
_220
_bR.J.A
100 1 _aRossiter, John R.,
_918093
_eauthor.
245 1 0 _aAdvertising communications & promotion management /
_cJohn R. Rossiter, Larry Percy.
246 1 3 _aAdvertising communications and promotion management
250 _aSecond edition
264 1 _aNew York :
_bMcGraw-Hill Companies,
_c[1997]
264 1 _c©1997
300 _axvi, 640 pages ;
_billustrations ;
_c26 cm
336 _2rdacontent
_atext
337 _2rdamedia
_aunmediated
338 _2rdacarrier
_avolume
490 0 _aMcGraw-Hill series in marketing
504 _aIncludes bibliographical references and indexes.
505 2 _aPart 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.
520 _aThis 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.
520 _aThis 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.
650 0 4 _aAdvertising.
_918095
650 0 4 _aCommunication in marketing.
_918096
650 0 4 _aSales promotion.
_918097
700 1 _aPercy, Larry,
_918098
_eauthor.
942 _cBK
_2ddc