Customer Reviews

Advertising Communications and Promotion Management

5 star:		(2)
4 star:		(2)
3 star:		(0)
2 star:		(0)
1 star:		(1)

 

 

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.

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!

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."

A proper assortment of vacuities, false academisms, and funny logic (e.g., you are offered a choice of direct (sic) advertising, which simply states the advantages of a product, or "an interesting creative idea", thus suggesting that these two notions are incompatible.) It goes without saying, that the book (like all ivory-tower books, Cannes, etc.) mostly talks about Coca-Cola and other products that could fare perfectly all right with just some reminding advertising. No murmur of launch ads, high technologies, cross-cultural marketing and other "dangerous" topics. Perfect reading for insomnia cases.

I had to buy this book for an MBA class. I guess that tells you it is good. I haven't read much but the professor talks from this textbook frequently as a strategic guide.