000			02072nam a2200325 i 4500
001			73
005			20260210141755.0
008			950110s1987 nyua 00100#eng d
020			_a0070539073
035			_a(OCoLC)
040			_aBAUN _beng _cBAUN _erda
041	0		_aeng
049			_aBAUN_MERKEZ
050	0	4	_aHF5821 _b.R65 1987
100	1		_aRossiter, John N. _9104157 _eaut
245	1	0	_aAdvertising and Promotion Management/ _cJohn. N. Rossiter.
264		1	_aNew York : _bMcGraw-Hill, _c1987.
300			_axix, 649 pages : _billustrations ; _c25 cm.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
490	1		_aMcGraw-Hill Series in Marketing
500			_aIncludes index.
505	0	0	_tPart 1: _tAC&P and marketing objectives; advertising communications and promotion; marketing objectives and budget. _tPart 2: _ttarget audience action objectives; target audience selection and action objectives; behavioral sequence model for specific targeting. _tPart 3: _tcommunication objectives and positioning; communication objectives; choosing a positioning strategy. _tPart 4: _tcreative strategy; the creative idea; creative execution tactics - branding and low-involvement persuasion; creative execution tactics - high involvement persuasion; attention and structure of ads. _tPart 5: _tintegrated communication strategy; corporate advertising communications; manufacturer's promotions; retailer's promotions; direct marketing promotions. _tPart 6: _tmedia strategy; advertising and IMC media selection; media strategy - the reach pattern and effective frequency; media plan implementation. _tPart 7: _tadvertising research and evaluation; advertising strategy research; concept development research MJTs and ad testing; campaign tracking and evaluation. _tAppendix: advertising communications and promotion plan.
650		0	_aAdvertising. _9531
650		0	_aAdvertising management. _998516
700	1		_aPercy, Larry _993194 _eaut
830		0	_985087 _aMcGraw-Hill series in marketing.
942			_2lcc _cKT
999			_c1444 _d1444