Advertising Communications and Promotion Management [Hardcover]

John R. Rossiter (Author), Larry Percy (Author)

Book Description

ISBN-10: 007053943X | ISBN-13: 978-0070539433 | Publication Date: January 15, 1997 | Edition: 2 Sub

This long-awaited revision of the definitive advertising and promotion management text is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.

Product Details

• Hardcover: 672 pages
• Publisher: McGraw-Hill Companies; 2 Sub edition (January 15, 1997)
• Language: English
• ISBN-10: 007053943X
• ISBN-13: 978-0070539433
• Product Dimensions: 10.1 x 8.1 x 1.2 inches
• Shipping Weight: 3.1 pounds
• Average Customer Review: 3.8 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #1,492,074 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

4.0 out of 5 stars An advertising communication reference book, February 21, 2002

By 

Tang Lai Kwan (Hong Kong) - See all my reviews

This review is from: Advertising Communications and Promotion Management (Hardcover)

This is not a textbook and it offers not many concepts. Most of the time it illustrates the cases with Coca-Cola. Anyways, this book places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communications, direct-response advertising and promotions. It has a strong managerial and applied emphasis. Not bad to take a glimpse.

1 of 1 people found the following review helpful:

5.0 out of 5 stars A comprehensive guide, August 19, 2005

By 

Cesare Tallarico (Rome, Italy) - See all my reviews
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This review is from: Advertising Communications and Promotion Management (Hardcover)

Having been lucky enough to witness prof. Percy's lectures in 2001, I became exposed to the Rossiter/Percy textbook and after a thorough reading, I can say that it covers all aspects of advertising and communication strategy. It is basically meant to serve as a reference in order to allocate succesfully human and financial resources in the planning and execution of advertising and promotion (the two terms are inseparable). It is also extremely handy in the design of a successful advertising/promotional campaign, while keeping a watchful eye over creative people/advertising agencies who think they know the product/service far better than the people in the client company.
Some useful and original tools for the assessment of a successful campaign include the X-Y-Z macromodel of positioning and the Behavioral Sequence Model. It is highly suitable to company managers/strategists and to advertising agencies' personnel, without a doubt!

5.0 out of 5 stars Excellent, detailed tactical approach to marcomm, April 12, 2006

By 

Amy Ambrose (San Francisco) - See all my reviews
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This review is from: Advertising Communications and Promotion Management (Hardcover)

This was an assigned textbook in b-school. It provides a quantitative, detailed and very tactical approach to managing marketing communications for campaigns of any size. I continually refer to this book and always cite it when people tell me that "marketing cannot be measured."