Advertising Communications And Promotion Management

Author : John R. Rossiter,Larry Percy
Publisher : Unknown
Page : 640 pages
File Size : 42,5 Mb
Release : 1998
Category : Advertising
ISBN : 0071155147

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Advertising Communications and Promotion Management by John R. Rossiter,Larry Percy Pdf

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 R. Rossiter
Publisher : Unknown
Page : 640 pages
File Size : 51,6 Mb
Release : 1997
Category : Electronic
ISBN : 007053943X

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Advertising and Promotion Management by John R. Rossiter Pdf

Author : John R. Rossiter,Larry Percy
Publisher : Unknown
Page : 189 pages
File Size : 43,7 Mb
Release : 1997-03
Category : Electronic
ISBN : 0070539448

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Instructor's Manual to Accompany Advertising Communications and Promotion Management by John R. Rossiter,Larry Percy Pdf

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 : Terence A. Shimp
Publisher : Unknown
Page : 732 pages
File Size : 55,6 Mb
Release : 1993
Category : Business & Economics
ISBN : 0030767482

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Promotion Management & Marketing Communications by Terence A. Shimp Pdf

Author : SPCK Publishing,Terence A. Shimp
Publisher : Unknown
Page : 682 pages
File Size : 50,5 Mb
Release : 1993
Category : Communication in marketing
ISBN : 0030974895

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Promotion Management and Marketing Communications by SPCK Publishing,Terence A. Shimp Pdf

Author : Paul Copley
Publisher : Routledge
Page : 447 pages
File Size : 45,8 Mb
Release : 2007-03-30
Category : Business & Economics
ISBN : 9781136380433

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Marketing Communications Management by Paul Copley Pdf

Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.

Author : Terence A. Shimp
Publisher : Unknown
Page : 128 pages
File Size : 41,5 Mb
Release : 1989
Category : Advertising
ISBN : 0030471133

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Promotion Management and Marketing Communications by Terence A. Shimp Pdf

Author : Dr. Chris Hackley
Publisher : SAGE
Page : 273 pages
File Size : 41,6 Mb
Release : 2005-01-26
Category : Business & Economics
ISBN : 9781848600522

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Advertising and Promotion by Dr. Chris Hackley Pdf

"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 : George Edward Belch,Michael A. Belch
Publisher : McGraw-Hill/Irwin
Page : 840 pages
File Size : 53,9 Mb
Release : 1995
Category : Business & Economics
ISBN : 0256136963

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Introduction to Advertising and Promotion by George Edward Belch,Michael A. Belch Pdf

Author : John R Rossiter,Larry Percy,Lars Bergkvist
Publisher : SAGE
Page : 755 pages
File Size : 40,7 Mb
Release : 2018-08-21
Category : Business & Economics
ISBN : 9781526452160

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Marketing Communications by John R Rossiter,Larry Percy,Lars Bergkvist Pdf

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.

Author : Jerome M. Juska
Publisher : Routledge
Page : 289 pages
File Size : 47,8 Mb
Release : 2021-11-29
Category : Business & Economics
ISBN : 9781000485684

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Integrated Marketing Communication by Jerome M. Juska Pdf

Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.

Author : John R. Rossiter,Larry Percy
Publisher : McGraw-Hill Companies
Page : 680 pages
File Size : 49,7 Mb
Release : 1987
Category : Business & Economics
ISBN : UVA:X001219559

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Advertising and Promotion Management by John R. Rossiter,Larry Percy Pdf

Author : Umut Ayman,Anıl Kemal Kaya
Publisher : BoD – Books on Demand
Page : 208 pages
File Size : 52,8 Mb
Release : 2020-07-08
Category : Business & Economics
ISBN : 9781838802271

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Promotion and Marketing Communications by Umut Ayman,Anıl Kemal Kaya Pdf

This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes.

Author : Terence A. Shimp
Publisher : Unknown
Page : 491 pages
File Size : 49,6 Mb
Release : 1993-01
Category : Advertising
ISBN : 0030970768

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Promotion Management & Marketing Communications by Terence A. Shimp Pdf

Author : William G. Nickels
Publisher : Unknown
Page : 554 pages
File Size : 53,9 Mb
Release : 1980
Category : Comminication in marketing
ISBN : UOM:39076006202340

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Marketing Communication and Promotion by William G. Nickels Pdf