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Author : John R. Rossiter,Larry Percy
Publisher : McGraw-Hill Companies
Page : 680 pages
File Size : 47,7 Mb
Release : 1987
Category : Business & Economics
ISBN : UVA:X001219559
Author : Terence A. Shimp
Publisher : Unknown
Page : 732 pages
File Size : 45,6 Mb
Release : 1993
Category : Business & Economics
ISBN : 0030767482
Author : John R. Rossiter,Larry Percy
Publisher : Unknown
Page : 640 pages
File Size : 40,8 Mb
Release : 1998
Category : Advertising
ISBN : 0071155147
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It 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. 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.
Author : John J. Burnett
Publisher : Unknown
Page : 648 pages
File Size : 44,7 Mb
Release : 1984
Category : Business & Economics
ISBN : IND:39000008161064
Author : George E. Belch,Michael A. Belch
Publisher : Unknown
Page : 770 pages
File Size : 49,7 Mb
Release : 1990
Category : Advertising
ISBN : 0256098697
Author : Robert J. Eng,Morton Galper
Publisher : Prentice Hall
Page : 324 pages
File Size : 50,7 Mb
Release : 1988
Category : Business & Economics
ISBN : IND:39000008373313
Author : George Edward Belch,Michael A. Belch
Publisher : McGraw-Hill/Irwin
Page : 840 pages
File Size : 48,6 Mb
Release : 1995
Category : Business & Economics
ISBN : 0256136963
Author : S. A. Chunawalla
Publisher : Unknown
Page : 0 pages
File Size : 41,6 Mb
Release : 2008
Category : Advertising
ISBN : 9350440962
Between the covers, the book discusses the entire marketing communication package consisting of advertising, publicity, public relations, direct marketing and sales promotion. Apart from mass communication, person-to-person communication in the form of personal selling is also covered in sufficient details. The role of media and media planning has been elaborated. The working of advertising agencies too has been covered. Advertising copywriting both for print media and electronic media has been discussed. In short, this book is a very useful companion for those interested in advertising, commu.
Author : Rossiter,Larry Percy
Publisher : McGraw-Hill Companies
Page : 649 pages
File Size : 49,9 Mb
Release : 1988-05-01
Category : Advertising
ISBN : 0070539081
Author : Michael Solomon
Publisher : Flat World Knowledge
Page : 316 pages
File Size : 43,6 Mb
Release : 2009
Category : Advertising
ISBN : 9780982043028
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
Author : SPCK Publishing,Terence A. Shimp
Publisher : Unknown
Page : 682 pages
File Size : 54,7 Mb
Release : 1993
Category : Communication in marketing
ISBN : 0030974895
Author : Paul Farris,John A. Quelch
Publisher : Krieger Publishing Company
Page : 301 pages
File Size : 51,5 Mb
Release : 1987-01-01
Category : Business & Economics
ISBN : 0894642618
This study aims to provide a nontechnical introduction to the task of advertising and promotions management, developed primarily for the benefit of marketing managers, and students on business courses. It includes the planning and supervision of advertising and promotion activities.
Author : Dr. Chris Hackley
Publisher : SAGE
Page : 273 pages
File Size : 41,8 Mb
Release : 2005-01-26
Category : Business & Economics
ISBN : 9781848600522
"A readable and absorbing account of what advertising people try to achieve (whether or not they know quite how or why), grounded in Chris Hackley's real and recent acquaintance with the practicalities of advertising, as well as its principles.... He minimises the inevitable jargon of linguistics and communication theory. His own language is always accurate and clear, and often engaging. The well managed flow from chapter to chapter sustains interest and enjoyment. I read the book from cover to cover in one sitting." - INTERNATIONAL JOURNAL OF ADVERTISING "Professor Hackley's book provides a timely reminder to student and practitioner alike that advertising continues to play a key role in the successful planning and implementation of marketing communications. Underpinned by a series of topical and often thought-provoking illustrations, this work not only explains how advertising is developed, but also presents the discipline in the wider context of socio-cultural and linguistic research. Working from a practical advertising management basis, the text raises some key issues for advertising as focus for academic and intellectual study." - Chris Blackburn, The Business School, Oxford Brookes University, formerly Account Director at Foote, Cone & Belding, Leagas Delaney and Boase Massimi Pollitt "Dr Hackley has an uncommon approach to advertising. His book combines the abstract theory of advertising and its effects with a hard-nosed practical approach. It is a guide to understanding and appreciating advertising and a way to understand how and why advertising works or why it does not. I think that this book is a fine text for students. Even more, it deserves to be read by advertising practitioners." - Arthur J. Kover, former editor of the Journal of Advertising Research, Management Fellow at the Yale School of Management Advertising and Promotion is not only a detailed and insightful account of how advertising is created; the book also explains how advertising comes to cast its all-enveloping shadow over contemporary consumer culture. Many case examples drawn from major international campaigns are used to illustrate the power of advertising to portray brand `personalities' in terms that resonate with consumers across many cultures. It contains detailed coverage of the major areas of advertising and marketing communications but it is not a simplistic treatment. Advertising and Promotion takes a novel intellectual approach and draws on concepts from the wider humanities and social sciences to cast fresh light on an over-familiar subject matter. It uniquely combines detailed case information, current research and lively topical issues to offer an authoritative and comprehensive account of advertising's pre-eminent role in contemporary marketing communications. It is an advanced student text, a reflective practitioner's handbook and an insightful account for the general reader.
Author : Chris Hackley,Rungpaka Amy Hackley
Publisher : SAGE
Page : 330 pages
File Size : 47,5 Mb
Release : 2021-01-27
Category : Business & Economics
ISBN : 9781529756142
Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers
Author : Hanafizadeh, Payam
Publisher : IGI Global
Page : 249 pages
File Size : 46,6 Mb
Release : 2012-04-30
Category : Business & Economics
ISBN : 9781466608863
"This book educates readers on how to meet online advertising and Internet marketing challenges for both present and future tactics"--Provided by publisher.
