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Advertising and Promotion Management / Edition 1
     

Advertising and Promotion Management / Edition 1

by John R. Rossiter
 

ISBN-10: 0070539073

ISBN-13: 9780070539075

Pub. Date: 03/01/1987

Publisher: McGraw-Hill Companies, The

Here is a book that supplies students with all of the theoretical and practical direction they need to execute effective advertising and promotional campaigns. The book offers many new insights into advertising and eliminates many of the myths about how advertising works. Reviewers have praised the book as being "light-years ahead of the competition. " One look at

Overview

Here is a book that supplies students with all of the theoretical and practical direction they need to execute effective advertising and promotional campaigns. The book offers many new insights into advertising and eliminates many of the myths about how advertising works. Reviewers have praised the book as being "light-years ahead of the competition. " One look at the table of contents reveals its in-depth coverage of crucial areas that other books neglect. A clear specification of marketing objectives,target audience action objectives,and communication objectives allows students to easily identify appropriate goals for any advertising or promotional campaign. The book features a systematic six-step approach to the subject,with a corresponding checklist plan at the back of the book that makes projects and cases easy to organize based on the book's content. Discussion of alternative communication objectives demonstrates how advertising works in different situations and when to use and when to avoid various tactics. Fully integrated coverage of sales promotion includes an evaluation of best techniques for various promotion situations,illustrating how and when each are applied.

Product Details

ISBN-13:
9780070539075
Publisher:
McGraw-Hill Companies, The
Publication date:
03/01/1987
Series:
Marketing Series
Edition description:
Older Edition
Pages:
647
Product dimensions:
7.58(w) x 9.55(h) x 1.23(d)

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