Advertising Communications and Promotion Management

Editorial Review:

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.

Customer Reviews:

Avg. Customer Rating: 4.0 / 5.0

Excellent, detailed tactical approach to marcomm:

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 comprehensive guide:

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... more info

An advertising communication reference book:

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.

Another dusty text:

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... more info

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