Advertising Communication and Promotion Management (Second Edition)

Author: [Australia] John R. Rossiter, [USA] Larry Percy, etc.
Publisher:
Publish Date: 2005-04-01
Features: Professor John R. Rossiter 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 work 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 encompasses 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 the book say: "Although most of the content of this book is new, it covers all the major 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 rigorous scientific logical relationships, providing a comprehensive, systematic, and thorough analysis and elaboration on the field of advertising and promotion from seven aspects: advertising communication, promotion and marketing objectives; 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 account executives 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 social self-learners interested in advertising communication and promotion management.
Author: Dr. John R. Rossiter, an "Australian" with 15 years of rich marketing experience in the United States, is currently a professor at the Australian Graduate School of Management (AGSM) at the University of New South Wales in Sydney, Australia, teaching consumer purchase behavior and advertising management. He has previously served as an assistant professor of marketing at the Wharton School of the University of Pennsylvania in the United States, an associate professor of business at the Columbia University Graduate School of Business in New York, and the head of the Marketing College at the University of Technology Sydney. Dr. Rossiter has co-authored three books in this academic field and has written more than 50 conference papers and journal articles, which have been published in journals such as the Journal of Consumer Research, Marketing Research Weekly, and the Journal of Advertising Research. He has served as a senior advertising consultant for Ogilvy & Mather and many client companies in the United States, Europe, and Australia. Larry Percy is an experienced advertising research manager and jazz music critic. He is currently a visiting professor at the University of Oxford and a senior consultant in advertising communication. He has previously served as vice president and director of the strategic research group at the VMLY&R advertising company, a U.S. advertising company based in Detroit and New York. His advertising career began at the Young & Rubicam advertising company in New York and he has served as the director of advertising research in several top companies. In his spare time, he teaches marketing theory, advertising strategy, and advertising research at Carnegie Mellon University and Bath University. Mr. Percy has independently completed a book on integrated marketing communication, co-authored and co-edited theoretical books, and has written more than 50 conference papers and journal articles in this academic field. He has served as the industry director of the Consumer Research Association and is currently a member of the editorial board of many journals, including the Journal of Marketing. He has also organized many manager seminars on advertising communication management in the United States, Europe, and Asia.
Translator: Dr. Kang Rong, Master of Economics, is currently a teacher at the School of Economics and Management at Northwest University, teaching marketing and tourism management. From 1998 to 1999, she was selected by the Ministry of Education as a visiting scholar at the Warsaw School of Economics in Poland. In 2000, she received the "Western MBA Faculty Training Scholarship" and furthered her studies in the MBA program at Beijing International University.
Book Review: All advertising and promotion are deliberately establishing relationships with target customers—integrated communication. By inspiring customers' inherent awareness, making them voluntarily become sources of infection for the product, and ultimately achieving the goal of brand fixation in people's minds. In today's increasingly mature market economy, the correct use of advertising and promotion not only enables enterprises to achieve obvious results in the short term but also forms sustainable asset accumulation and enhances competitiveness in the long-term brand strategy.
This book integrates forward-thinking concepts, vast knowledge, practical skills, and methods, giving us a deeper understanding that advertising communication and promotion management is a product of the combination of science and art.
—Zhou Yongjiang, Vice President of the China Marketing Association
This book combines visionary concepts, extensive knowledge, practical skills, and methods, giving us a deeper understanding that advertising communication and promotion management is a product of the combination of science and art.
—Teacher, School of Economics and Management, Northwest University
Translator: Kang Rong