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Rossiter, John N.

Advertising and Promotion Management/ John. N. Rossiter. - xix, 649 pages : illustrations ; 25 cm. - McGraw-Hill Series in Marketing . - McGraw-Hill series in marketing. .

Includes index.

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 objectives; behavioral sequence model for specific targeting. 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 communications; manufacturer's promotions; retailer's promotions; direct marketing promotions. Part 6: media strategy; advertising and IMC media selection; media strategy - the reach pattern and effective frequency; media plan implementation. Part 7: advertising research and evaluation; advertising strategy research; concept development research MJTs and ad testing; campaign tracking and evaluation. Appendix: advertising communications and promotion plan.

ISBN: 0070539073

Subjects--Topical Terms:
Advertising.
Advertising management.

LC Class. No.: HF5821 / .R65 1987