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Advertising Communications & Promotion Management. 2nd Edition

This long-awaited revision of the definitive advertising and promotion management text is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising.

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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.

+ Considered by many as the definitive text in the field, this book is conceptual in approach, but its context is applied and managerial.

+ This text is written for MBA students in advertising management or marketing communications management and undergraduate students in managerial, as opposed to descriptives advertising courses.

+ In discussing what to do, when to do it and most of all why to do it, the bookÆs aim is to assist the manager to make and to be able to justify the best decisions in the overall advertising and promotion plan.

+ This text covers all the standard, major topics in advertising and advertising communications: purposes, planning, target audiences vs. market segments, campaign behavioral objectives, positioning, benefits, the creative idea, promotions, media selection, research, tracking, evaluation, etc.

+ The new title signals a new emphasis on the integrated marketing communications (IMC) revolution and reflects the integration of mainstream advertising with corporate communications, direct-response advertising, and promotions; in effect, almost every contact with customers nowadays has to be considered as a potential advertising medium, from public relations to packaging.

+ A completely new Part 5 covers integrated communications strategy in four chapters.

+ The revision has a broader perspective throughout, with more emphasis on corporate communications and business products and services, in addition to the traditional focus on consumer packaged goods.

+ A new and advanced method of choosing a position strategy (Chapter 6)

+ A provocative chapter on "the creative idea" (Chapter 7) which includes a new random creativity procedure for commissioning an advertising campaign and a new model of effective creativity in advertising.

+ Updated Rossiter-Percy grid tactics (Chapters 8 and 9) for brand awareness and for low and high involvement persuasion.

+ A new chapter on "attention and the structure of ads" (Chapter 10) enables the small advertiser, and students working in project teams, to construct their own ads.

+ A breakthrough chapter on media strategy (Chapter 16) which introduces our new concept of reach patterns as well as effective frequency in the new media environment.

+ An updated and decisive coverage of concept development research management judgment tests and ad testing (Chapter 19) and campaign tracking (Chapter 20).

CONTENTS

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) ManufacturerÆs Promotions

(13) RetailerÆs 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 Plan

INDEX


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