ADVERTISING AND PROMOTION MANAGEMENT

By: John R Rossiter and

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ADVERTISING AND PROMOTION MANAGEMENT by John R Rossiter and Larry Percy
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McGraw-Hill Book Company, New York & Sydney - international edn ISBN:0071002782, 1987. Softcover, 8½" x 5¾. Book in VERY GOOD condition. This book is conceptual in approach, its orientation from the concepts is applied and managerial. This book's aim is to assist the manager to make the best decisions in the overall advertising and promotion plan, and to be able to justify them. The advertising communication model selected for the brand - the company, store, product or service being advertised - flows from the target audience action objectives, dictates the communication objectives, and then guides the creative strategy, promotion stategy, and media strategy. At the end of the book, there is an advertising and promotion checklist for use by managers.

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