Advertising Communications and Promotion Management - Softcover

Rossiter, John

 
9780071155144: Advertising Communications and Promotion Management
Softcover
ISBN 10: 0071155147 ISBN 13: 9780071155144
Verlag: McGraw-Hill Education, 1997

Inhaltsangabe

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.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Reseña del editor

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.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
McGraw-Hill Education
Erscheinungsdatum
1997
Sprache
Englisch
ISBN 10 
0071155147
ISBN 13 
9780071155144
Einband
Tapa blanda
Auflage
2
Anzahl der Seiten
640
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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Vorgestellte Ausgabe

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Verlag: McGraw-Hill Education, 1997
Hardcover