Advertising Communications and Promotion Management / Edition 2

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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: 1/15/1997
  • Series: Series in Marketing
  • Edition description: 2ND
  • Edition number: 2
  • Pages: 672
  • Product dimensions: 8.28 (w) x 10.35 (h) x 1.20 (d)

Table of Contents

Preface
1 Advertising Communications and Promotions 3
2 Marketing Objectives and Budget 25
3 Target Audience Selection and Action Objectives 57
4 Behavioral Sequence Model for Specific Targeting 83
5 Communication Objectives 109
6 Positioning 140
7 The Creative Idea 177
8 Creative Execution Tactics: Brand Awareness and Low-Involvement Persuasion 212
9 Creative Execution Tactics: High-Involvement Persuasion 244
10 Creative Execution: Attention and the Structure of Ads 279
11 Corporate Advertising Communications 323
12 Manufacturer's Promotions 352
13 Retailer's Promotions 382
14 Direct Marketing Promotions 404
15 Advertising and IMC Media Selection 419
16 Media Strategy: The Research Pattern and Effective Frequency 446
17 Media Plan Implementation 477
18 Advertising Strategy Research 505
19 Concept Development Research, MJTs, and Ad Testing 538
20 Campaign Tracking and Evaluation 585
Appendix AC&P Plan 611
Index 625
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