The Resource Advertising communications & promotion management, John R. Rossiter, Larry Percy

Advertising communications & promotion management, John R. Rossiter, Larry Percy

Label
Advertising communications & promotion management
Title
Advertising communications & promotion management
Statement of responsibility
John R. Rossiter, Larry Percy
Title variation
Advertising communications and promotion management
Creator
Contributor
Subject
Language
eng
Member of
Action
committed to retain for EAST
Cataloging source
DLC
http://library.link/vocab/creatorName
Rossiter, John R
Illustrations
illustrations
Index
index present
LC call number
HF5821
LC item number
.R66 1997
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
Percy, Larry
http://library.link/vocab/subjectName
  • Advertising
  • Communication in marketing
  • Sales promotion
  • Reclame
  • Verkoopbevordering
  • Publicité
  • Communication en marketing
  • Ventes
  • Advertising
  • Communication in marketing
  • Sales promotion
Label
Advertising communications & promotion management, John R. Rossiter, Larry Percy
Instantiates
Publication
Bibliography note
Includes bibliographical references and indexes
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Dimensions
26 cm.
Edition
2nd ed.
Extent
xvi, 640 p. ;
Isbn
9780070539433
Isbn Type
(acid-free paper)
Lccn
96025413
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
ill.
System control number
  • (OCoLC)34878877
  • (OCoLC)ocm34878877
Label
Advertising communications & promotion management, John R. Rossiter, Larry Percy
Publication
Bibliography note
Includes bibliographical references and indexes
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Dimensions
26 cm.
Edition
2nd ed.
Extent
xvi, 640 p. ;
Isbn
9780070539433
Isbn Type
(acid-free paper)
Lccn
96025413
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
ill.
System control number
  • (OCoLC)34878877
  • (OCoLC)ocm34878877

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