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

CONTENT

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


SUBJECT

  1. Advertising
  2. Sales promotion

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