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Advertising Communications and Promotion Management John R. Rossiter

Advertising Communications and Promotion Management von John R. Rossiter

Advertising Communications and Promotion Management John R. Rossiter

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Zusammenfassung

With a new emphasis on integrated marketing communications, this second revised edition reflects on the integration of mainstream advertising with corporate communications, direct-response advertising, and a new advanced method of choosing a positioning strategy.

Advertising Communications and Promotion Management Zusammenfassung

Advertising Communications and Promotion Management John R. Rossiter

This edition places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communictions, direct-response advertising, and promotions. The text has a strong managerial and applied emphasis, and covers all the core topics in advertising and advertising communications.

Inhaltsverzeichnis

Part 1: AC&P and marketing objectives; advertising communications and promotion; marketing objectives and budget. Part 2: target audience action objectives; 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 development research MJTs and ad testing; campaign tracking and evaluation. Appendix: advertising communications and promotion plan.

Zusätzliche Informationen

GOR004408273
9780071146678
0071146679
Advertising Communications and Promotion Management John R. Rossiter
John R. Rossiter
Gebraucht - Gut
Broschiert
McGraw-Hill Education - Europe
19961200
672
N/A
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