TY  - BOOK
AU  - Rossiter,John N.
AU  - Percy,Larry
TI  - Advertising and Promotion Management
T2  - McGraw-Hill Series in Marketing
SN  - 0070539073
AV  - HF5821 .R65 1987
PY  - 1987///
CY  - New York
PB  - McGraw-Hill
KW  - Advertising
KW  - Advertising management
N1  - 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
ER  -