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TitleAdvertising and promotion management
Author John R. Rossiter, Larry Percy
Imprint New York : McGraw-Hill Book, 1987
Descript 649 p.: ill


Advertising and promotion management -- Profit, sales and market share objectives -- Setting the budget -- Target audience selection and action objectives -- Profilling the decision maker -- Communication objectives -- Brand attitude strategy -- Processing -- Brand awareness and low involvement brand attitude: creative tactics -- High involvement brand attitude: creative tactics -- When to use a presenter -- Promotion's action and communication objectives -- Consumer trial promotions -- Consumer usage promotions and promotion testing -- Media selection -- Media scheduling by effective frequency -- Vehicle selection in the media plan -- Advertising strategy research -- Ad testing -- Campaign evaluation

Advertising Sales promotion

Communication Arts Library659.1 R835A 1987CHECK SHELVES
Central Library (4th Floor)659.1 R835ACHECK SHELVES
Central Library (4th Floor)659.1 R835ACHECK SHELVES
Sasin Library659.1 R835A 1987CHECK SHELVES

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