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Advertising communications & promotion management

Author: John R Rossiter; Larry Percy
Publisher: Singapore ; New York : McGraw-Hill Companies, 1998, ©1997.
Series: McGraw-Hill series in marketing.
Edition/Format:   Print book : English : 2nd ed., International edView all editions and formats
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This text places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communications, direct-response advertising and  Read more...

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Document Type: Book
All Authors / Contributors: John R Rossiter; Larry Percy
ISBN: 0071155147 9780071155144 007053943X 9780070539433
OCLC Number: 422762006
Description: xvi, 640 pages : illustrations ; 26 cm.
Contents: Part 1: AC&P and marketing objectives; advertising communications and promotion; marketing objectives and budget. Part 2: target audience selection and action ojectives; behavioural sequence model for specific targetting. Part 3: communication objectives and positioning; communication objectives; choosing a positioning strategy. Part 4: creative strategy; the creative idea; creative execution tactics - branding and low-involvement persuasion; creative execution tactics - high involvement persuasion; attention and structure of ads. Part 5: integrated communication strategy; corporate advertising comunications; manufacturer's promotions; retailer's promotions; direct marketing promotions. Part 6: media strategy; advertisng and IMC media selection; media strategy - the reach pattern and effective frequency; media plan implementation. Part 7: advertising research and evaluation; advertisng strategy research; concept communications and promotion plan.
Series Title: McGraw-Hill series in marketing.
Other Titles: Advertising communications and promotion management
Responsibility: John R. Rossiter, Larry Percy.

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