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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. 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.
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Book Description McGraw-Hill College. Hardcover. Condition: New. 007053943X New Condition. Seller Inventory # NEW99.3122488
Book Description Condition: New. New. Seller Inventory # E-007053943x
Book Description McGraw-Hill Companies, 1997. Hardcover. Condition: New. 2 Sub. Seller Inventory # DADAX007053943X
Book Description McGraw-Hill College, 1997. Condition: New. book. Seller Inventory # M007053943X