Title:
Advertising communications & promotion management
Author:
Rossiter, John R.
ISBN:
9780070539433
9780071146678
9780071155144
Personal Author:
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.
Added Author:
Electronic Access:
Table of contents http://swbplus.bsz-bw.de/bsz061199036inh.htm