Advertising and Promotion Management
Author | : John R. Rossiter |
Publisher | : McGraw-Hill Companies |
Total Pages | : 680 |
Release | : 1987 |
Genre | : Business & Economics |
ISBN | : |
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Author | : John R. Rossiter |
Publisher | : McGraw-Hill Companies |
Total Pages | : 680 |
Release | : 1987 |
Genre | : Business & Economics |
ISBN | : |
Author | : John R. Rossiter |
Publisher | : |
Total Pages | : 640 |
Release | : 1998 |
Genre | : Advertising |
ISBN | : 9780071155144 |
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 | : |
Total Pages | : 732 |
Release | : 1993 |
Genre | : Business & Economics |
ISBN | : 9780030767487 |
Author | : George Edward Belch |
Publisher | : McGraw-Hill/Irwin |
Total Pages | : 840 |
Release | : 1995 |
Genre | : Business & Economics |
ISBN | : 9780256136968 |
Author | : Michael Solomon |
Publisher | : Flat World Knowledge |
Total Pages | : 316 |
Release | : 2009 |
Genre | : Advertising |
ISBN | : 0982043023 |
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 | : John H. Murphy |
Publisher | : |
Total Pages | : 602 |
Release | : 2019-09-30 |
Genre | : |
ISBN | : 9781524992835 |
Author | : George Eugene Belch |
Publisher | : |
Total Pages | : 770 |
Release | : 1990 |
Genre | : |
ISBN | : |
Author | : John J. Burnett |
Publisher | : |
Total Pages | : 648 |
Release | : 1984 |
Genre | : Business & Economics |
ISBN | : |
Author | : Chris Hackley |
Publisher | : SAGE |
Total Pages | : 330 |
Release | : 2021-01-27 |
Genre | : Business & Economics |
ISBN | : 1529756146 |
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 | : |
Publisher | : |
Total Pages | : |
Release | : 1983 |
Genre | : |
ISBN | : |