Advertising Communication and Promotion Management: 2nd Edition

Author: Rossiter
Publisher:
Publish Date: 2004-11-01
Features: Professor John R. Silotta and Professor Larry Percy demonstrate a solid theoretical foundation, clear and thorough analysis and interpretation, and rich and detailed case materials in this book. The comprehensiveness of the book, the novelty of its concepts and theories, and the abundance of its cases and data make it a worthy authority in the field of advertising communication and promotion. The greatest value of this book lies in its systematic and complete content design, which not only includes almost all the latest theories and practices in the field of advertising communication and promotion management but also conducts in-depth analysis and research on various aspects of this field through a scientific and rigorous logical relationship. As the authors of this book say: "Although most of the content of this book is new, it covers all the main normative issues in the field of advertising communication and promotion management." The book consists of 7 parts and 20 chapters, based on enterprise practice, with rich and detailed case materials and a rigorous scientific logical relationship, providing a comprehensive, systematic, and thorough analysis and elaboration on the field of advertising and promotion from 7 aspects: advertising communication, promotion, and marketing objectives; the action objectives of the target audience; communication objectives and positioning; creative strategy; media strategy; and advertising research and evaluation. The author group of this book is very extensive, suitable for teachers, graduate students, and MBAs in marketing management and advertising majors in business schools across the country; corporate marketing management personnel; advertising business personnel on the front line of the market; it can also serve as a business training textbook for advertising and sales management personnel in various enterprises, and is a must-read reference book for self-taught social learners interested in advertising communication and promotion management.