Advertising communications & promotion management
by
Rossiter, John R.
Title
:
Advertising communications & promotion management
Author
:
Rossiter, John R.
ISBN
:
9780070539433
9780071146678
9780071155144
Personal Author
:
Rossiter, John R.
Edition
:
2nd ed.
Publication Information
:
New York : McGraw-Hill Companies, ©1997.
Physical Description
:
xvi, 640 pages : illustrations ; 26 cm.
Series
:
McGraw-Hill series in marketing
McGraw-Hill series in marketing.
Contents
:
1. Advertising Communications and Promotions -- 2. Marketing Objectives and Budget -- 3. Target Audience Selection and Action Objectives -- 4. Behavioral Sequence Model for Specific Targeting -- 5. Communication Objectives -- 6. Positioning -- 7. The Creative Idea -- 8. Creative Execution Tactics: Brand Awareness and Low-Involvement Persuasion -- 9. Creative Execution Tactics: High-Involvement Persuasion -- 10. Creative Execution: Attention and the Structure of Ads -- 11. Corporate Advertising Communications -- 12. Manufacturer's Promotions -- 13. Retailer's Promotions -- 14. Direct Marketing Promotions -- 15. Advertising and IMC Media Selection -- 16. Media Strategy: The Research Pattern and Effective Frequency -- 17. Media Plan Implementation -- 18. Advertising Strategy Research -- 19. Concept Development Research, MJTs, and Ad Testing -- 20. Campaign Tracking and Evaluation -- Appendix. AC & P Plan.
Subject Term
:
Advertising.
Communication in marketing.
Sales promotion.
Added Author
:
Percy, Larry.
Electronic Access
:
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| VC Cape Town | General Books | 000000548 | 659.1 ROS | 1 |
| VC Cape Town | General Books | 000000547 | 659.1 ROS | 2 |
| VC Sandton | General Books | 000051484 | 659.1 ROS | 1 |
| VEGA Bordeaux | General Books | 000005182 | 659.1 ROS | 1 |