Advertising Communications and Promotion Management / Edition 2

Advertising Communications and Promotion Management / Edition 2

by John R. Rossiter
     
 

ISBN-10: 007053943X

ISBN-13: 9780070539433

Pub. Date: 01/15/1997

Publisher: McGraw-Hill Higher Education

This long-awaited revision of the definitive advertising and promotion management text is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates takingdescriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the…  See more details below

Overview

This long-awaited revision of the definitive advertising and promotion management text is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates takingdescriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.

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Product Details

ISBN-13:
9780070539433
Publisher:
McGraw-Hill Higher Education
Publication date:
01/15/1997
Series:
Series in Marketing
Edition description:
2ND
Pages:
672
Product dimensions:
8.28(w) x 10.35(h) x 1.20(d)

Table of Contents

Preface
1Advertising Communications and Promotions3
2Marketing Objectives and Budget25
3Target Audience Selection and Action Objectives57
4Behavioral Sequence Model for Specific Targeting83
5Communication Objectives109
6Positioning140
7The Creative Idea177
8Creative Execution Tactics: Brand Awareness and Low-Involvement Persuasion212
9Creative Execution Tactics: High-Involvement Persuasion244
10Creative Execution: Attention and the Structure of Ads279
11Corporate Advertising Communications323
12Manufacturer's Promotions352
13Retailer's Promotions382
14Direct Marketing Promotions404
15Advertising and IMC Media Selection419
16Media Strategy: The Research Pattern and Effective Frequency446
17Media Plan Implementation477
18Advertising Strategy Research505
19Concept Development Research, MJTs, and Ad Testing538
20Campaign Tracking and Evaluation585
AppendixAC&P Plan611
Index625

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