Advertising communications & promotion management
著者
書誌事項
Advertising communications & promotion management
（McGraw-Hill series in marketing）
McGraw-Hill, 1998
2nd ed., international ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
目次
PART 1: AC&P AND MARKETING OBJECTIVES(1) Advertising Communications and Promotion(2) Marketing Objectives and Budget PART 2: TARGET AUDIENCE ACTION OBJECTIVES(3) Target Audience Selection and Action Objectives(4) Behavioral Sequence Model for Specific Targeting PART 3: COMMUNICATION OBJECTIVES AND POSITIONING(5) Communication Objectives(6) Choosing a Positioning Strategy PART 4: CREATIVE STRATEGY(7) The Creative Idea(8) Creative Execution Tactics: Branding and Low-Involvement Persuasion(9) Creative Execution Tactics: High-Involvement Persuasion (10) Attention and the Structure of Ads PART 5: INTEGRATED COMMUNICATIONS STRATEGY(11) Corporate Advertising Communications(12) ManufacturerAEs Promotions(13) RetailerAEs Promotions(14) Direct Marketing Promotions PART 6: MEDIA STRATEGY(15) Advertising and IMC Media Selection(16) Media Strategy: The Reach Pattern and Effective Frequency(17) Media Plan Implementation PART 7: ADVERTISING RESEARCH AND EVALUATION(18) Advertising Strategy Research(19) Concept Development Research MJTs and Ad Testing(20) Campaign Tracking and Evaluation APPENDIX: Advertising Communications &Promotion PlanINDEX
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