Verfügbarkeit: Advertising communications & promotion management

Advertising communications & promotion management:

Gespeichert in:

Bibliographische Detailangaben
Vorheriger Titel:	Rossiter, John R. Advertising and promotion management
Hauptverfasser:	Rossiter, John R. (VerfasserIn), Percy, Larry (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Boston, Mass. [u.a.] Irwin McGraw-Hill 1997
Ausgabe:	2. ed., internat. ed.
Schriftenreihe:	McGraw-Hill series in marketing
Schlagworte:	Advertising Communication in marketing Sales promotion Werbung Kommunikation Unternehmen Marketing Sales-promotion Kommunikationspolitik
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XVI, 640 S. Ill., graph. Darst.
ISBN:	0071146679 007053943X

Internformat

MARC


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Datensatz im Suchindex

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adam_text	IMAGE 1 JOHN R. ROSSITER AUSTRALIAN GRADUATE SCHOOL OF MANAGEMENT LARRY PERCY COMMUNICATIONS ADVERTISING CONSULTANT G.RWIN _ MCGRAW-HILI BOSTON, MASSACHUSETTS BURR RIDGE, ILLINOIS DUBUQUE, IOWA MADISON, WISCONSIN NEW YORK, NEW YORK SAN FRANCISCO, CALIFORNIA ST. LOUIS, MISSOURI IMAGE 2 PREFACE XIII PART ONE 1. ADVERTISING COMMUNICATIONS AND PROMOTIONS 3 ADVERTISING COMMUNIEATIONS AND PROMOTIONS DEFINED 3 AC&P AND STRATEGIC MARKETING MANAGEMENT 8 THE SIX-STEP EFFEETS SEQUENEE IL BUYER RESPONSE STEPS 12 THE SIX STEPS FROM THE MANAGER S VIEWPOINT 14 SUMMARY 20 NOTES 21 DISEUSSION QUESTIONS 23 FURTHER READING 24 2. MARKETING OBJECTIVES AND BUDGET 25 MARKETING OBJEETIVES FOR THE CAMPAIGN 25 THREE AVENUES TO PROFIT AND THREE TIME HORIZONS 26 SELLING PRIEE OBJEETIVES 28 COST OBJEETIVES 29 SALES VOLUME OBJEETIVES SETTING THE OVERALL AC&P BUDGET THE TASK METHOD THE MANAGEMENT-JURY LAF/SQ METHOD BUDGETING FOR A NEW PRODUET CATEGORY BUDGETING FOR A NEW BRAND BUDGETING FOR AN ESTABLISHED BRAND QUALITY OF ADVERTISING SPENDING SUMMARY APPENDIX 2A. STRATEGIES BASED AN UPSIDE AND DOWNSIDE ELASTICITY 2B. WHEN TO USE MARKET SHARE OBJECTIVES NOTES DISEUSSION QUESTIONS FURTHER READING PART TWO 3. TARGET AUDIENCE SELECTION AND ACTION OBJECTIVES TARGET AUDIENEE OPTIONS TARGET AUDIENEE SELEETION VIA LEVERAGE AETION OBJECTIVES 30 32 34 35 37 37 40 43 44 45 45 46 47 52 52 57 57 61 63 VII IMAGE 3 VIII CONTENTS TRIAL OBJECTIVES 64 REPEAT PURCHASE OBJECTIVES 68 DISTRIBUTORS AS TARGET AUDIENCES 71 SUMMARY 72 APPENDIX 74 3A. UNIVERSALITY OF THE BRAND LOYALTY APPROACH 74 3B. TRIAL AND REPEAT PURCHASE COALSFOR REGULARLY PURCHASED PRODUCTS AND SEN!ICES 75 N~S TI DISCUSSION QUESTIONS 81 FURTHER READING 81 4. BEHAVIORAL SEQUENCE MODEL FOR SPECIFIC TARGETING 83 CONSTRUCTING A BEHAVIORAL SEQUENCE MODEL 83 PROFILING THE DECISION PARTICIPANT 91 SUMMARY 99 NOTES IOO DISCUSSION QUESTIONS 104 FURTHER READING 105 PART THREE 5. COMMUNICATION OBJECTIVES 109 THE FIVE COMMUNICATION EFFECTS 109 1. CATEGORY NEED 110 2. BRAND AWARENESS 113 3. BRANDATTITUDE 120 4. BRAND PURCHASE LNTENTION 126 5. PURCHASE FACILITATION 128 SUMMARY 129 APPENDIX 130 SA. FURTHER CONSIDERATIONS FOR BRAND ATTITUDE 130 5B. PURCHASE INHIBITORS MUST BE FACILITATED 132 NOTES 132 DISCUSSION QUESTIONS 138 FURTHER READING 139 6. POSITIONING 140 POSITIONING AND BRAND POSITION 140 THE X- YZ MACROMODEL OF POSITIONING LOCATION 141 THE I-D-U MESOMODEL OF BENEFIT EMPHASIS 147 THE A-B-E MICROMODEL OF BENEFIT FOCUS 152 POSITIONING STATEMENT 159 SUMMARY 160 APPENDIX 161 6A. TARGET-AUDIENCE I-D-U ANALYSIS 161 6B. I-D-U AND MULTIATTRIHUTE STRATEGIE, 163 6E. SUBLIMINAL SEXUAL IMAGERY IN ADS 165 NOTES 166 DISCUSSION QUESTIONS 174 FURTHER READING 174 PART FOUR 7. THE CREATIVE IDEA 177 CREATIVE STRATEGY SEQUENCE 177 THE CREATIVE IDEA 178 THEORY OF RANDOM CREATIVITY 184 1 -G- 1 METHOD OF BRAINSTORMING 191 RAM-CONVEYOR THEORY OF CREATIVE IDEAS 192 LONG- TERM MANAGEMENT OF CREATIVITY FOR THE BRAND 198 S~M~ 1~ APPENDIX 200 7A. EXAMPLES OF CREAT CREATIVE IDEAS 200 7B. MATHEMATICAL BASIS OFTHE THEORY OF RANDOM CREATIVITY 202 7E. RANDOM CREATIVITY BENEFITS EVERYONE 205 NO~S 2M DISCUSSION QUESTIONS 211 FURTHER READING 211 8. CREATIVE EXECUTION TACTICS: BRAND AWARENESS AND LOW-INVOLVEMENT PERSUASION 212 THE ROSSITER-PERCY GRID 212 LEARNING: THE BASIS OF BRAND AWARENESS AND LOW-INVOLVEMENT BRAND ATTITUDE 214 BRAND AWARENESS TACTICS (BRANDING) 216 BRAND ATTITUDE TACTICS (PERSUASION) 224 IMAGE 4 LOW-INVOLVEMENT/INFORMATIONAI TACTICS 224 LOW-INVOLVEMENT/TRANSFORMATIONAI TACTICS 227 SUMMARY 230 APPENDIX 231 SA. BRAND RECOGNITION VERSUS BRAND RECALL FROM TV ADVERTISING 231 8B. BRAND NAME RECALLABILITY 231 SC HOW DO YOU MAKE CLAIMS EXTREME ? 232 NOTES 233 DISCUSSION QUESTIONS 243 FURTHER READING 243 9. CREATIVE EXECUTION TACTICS: HIGHINVOLVEMENT PERSUASION 244 ACCEPTANCE AND THE ALEA MODEL OF PROCESSING: THE BASIS OF HIGH-INVOLVEMENT BRAND ATTITUDE 244 HIGH-INVOLVEMENT/INFORMATIONAI TACTICS 246 HIGH-INVOLVEMENT/TRANSFORMATIONAI TACTICS 255 THE VISCAP MODEL OF PRESENTER SELECTION 260 SUMMARY 268 APPENDIX 269 9A. COGNITIVE RESPONSE THEORY 269 9B. EXPLICIT COMPARATIVE ADVERTISINGRESEARCH RESULTS 269 9C LEGAL REQUIREMENTS AND OBJECTIVITY 270 NOTES 271 DISCUSSION QUESTIONS 278 FURTHER READING 278 10. CREATIVE EXECUTION: ATTENTION AND THE STRUCTURE OF ADS 279 ATTENTION: ITS FUNCTION AND IMPORTANCE 279 TV COMMERCIALS 280 RADIO COMMERCIALS 284 PRINT ADS: AN OVERVIEW 288 NEWSPAPER ADS 289 CONSUMER AND GENERAL BUSINESS MAGAZINE ADS 292 INDUSTRIAL MAGAZINE ADS 298 YELLOW PAGES AND DIRECTORY DISPLAY ADS 300 OUTDOOR AND POSTER ADS 303 DIRECT RESPONSE ADS 305 SUMMARY 312 NOTES 312 CONTENTS IX DISCUSSION QUESTIONS 319 FURTHER READING 319 PART FIVE 11. CORPORATE ADVERTISING COMMUNICATIONS 323 INTEGRATED COMMUNICATIONS STRATEGY 323 BUDGET ALLOCATION FOR IMC ACTIVITIES 328 CORPORATION S PERSPECTIVE 331 CORPORATE IDENTITY AND PR 333 CORPORATE IMAGE ADVERTISING 334 SPONSORSHIPS (INCLUDING EVENT MARKETING AND PUBLICITY) 339 SUMMARY 341 APPENDIX 342 IIA. AVON S NEW IMC STRATEGY 342 II B. CORPORATE DESIGN-EXAMPLES 343 IIC CRISIS AND RUMOR MANAGEMENT 343 II D. PLANNING AND EVALUATING SPONSORSHIPS 346 NOTES 347 DISCUSSION QUESTIONS 350 FURTHER READING 351 12. MANUFACTURER S PROMOTIONS 352 SALES-FORCE PROMOTIONS 352 TRADE PROMOTIONS 354 CUSTOMER OR CONSUMER TRIAL PROMOTIONS 356 REPEAT-PURCHASE PROMOTIONS 367 SUMMARY 373 APPENDIX 375 12A. FACTORS IN TRADE SHOW PROMOTION 375 12B. DIRECT PRICE-OFF PRESENTATION TACTIC.L 375 L2C SOCIAL REINFORCEMENT IN SERVICE TRANSACTIONS 376 12D. THE CUSP-CATASTROPHE MODEL OF HIGHINVOLVEMENT REPEAT PURCHASES 376 NOTES 377 DISCUSSION QUESTIONS 381 FURTHER READING 381 13. RETAILER S PROMOTIONS 382 THE RETAILER S MARKETING PERSPECTIVE 382 IMAGE 5 X CONTENTS RETAIL LAYOUT AND ATMOSPHERE 384 RETAIL FEATURE ADS 388 POP DISPIAYS 390 PRICE-OFF PROMOTIONS 391 PRIVATE LABELING 392 TV OR PC INTERACTIVE SHOPPING 393 SUMMARY 395 APPENDIX 396 13A. GROCERV STORE SHOPPING STATISTICI 396 /3B. WHO RESPONDS TO THE RETAIL PRICE-OFF? 397 /3C. /MPLEMENTING RETAILER S PRICE-OFFI 399 NOTES 400 DISCUSSION QUESTIONS 403 FURTHER READING 403 14. DIRECT MARKETING PROMOTIONS 404 DATABASE MARKETING 404 LOYAITY PROGRAMS 411 SUMMARY 413 NOTES 414 DISCUSSION QUESTIONS 415 FURTHER READING 415 PART SIX 15. ADVERTISING AND IMC MEDIA SELECTION 419 MEDIA SELECTION BASED ON COMMUNICATION OBJECTIVES 419 THE CONCEPTS OF PRIMARY AND SECONDARY MEDIA 428 NATIONAL CONSUMER ADVERTISING 430 RETAIL ADVERTISING 434 INDUSTRIAL ADVERTISING 436 CORPORATE IMAGE ADVERTISING 438 DIRECT RESPONSE ADVERTISING 439 S~M~ 4~ N~S ~ DISCUSSION QUESTIONS 444 FURTHER READING 445 16. MEDIA STRATEGY: THE REACH PATTERN AND EFFECTIVE FREQUENCY 446 THE IMPORTANCE OF MEDIA STRATEGY AND ITS PARAMETERS 446 THE REACH PATTERN 451 EFFECTIVE FREQUENCY 457 ESTIMATING MINIMUM EFFECTIVE FREQUENCY 461 SCHEDULING OVER TIME: SHORT-TERM TACTICAI ADJUSTMENTS 468 SUMMARY 469 NOTES 471 DISCUSSION QUESTIONS 475 FURTHER READING 476 17. MEDIA PLAN IMPLEMENTATION 477 FIRST-STAGE SEIECTION OF MEDIA VEHICLES BY DIRECT MATCHING 477 ADJUSTMENT FACTORS FOR SECOND-STAGE MEDIA VEHICLE SEIECTION 481 SCHEDULING LNSERTIONS IN THE VEHICLES 489 PROFIT AND THE MEDIA SCHEDULE 492 SUMMARY 493 APPENDIX 495 /7 A. SCHEDULE /MPLEMENTATION FOR THE SMALLER ADVERTISER 495 17B. SCHEDULE /MPLEMENTATIONFOR THE LARGER ADVERTISER 497 NOTES 498 DISCUSSION QUESTIONS 501 FURTHER READING 502 PART SEVEN 18. ADVERTISING STRATEGY RESEARCH 505 SITUATION AUDIT 505 QUAIITATIVE RESEARCH 519 QUANTITATIVE RESEARCH 524 ADVERTISING STRATEGY SUMMARY 532 NOTES 534 FURTHER READING 537 IMAGE 6 CONTENTS XI 19. CONCEPT DEVELOPMENT RESEARCH, 20. CAMPAIGN TRACKING AND MJTS, AND AD TESTING 538 EVALUATION 585 AN EXAMPLE: AT&T S COST OFVISIT MEASURES USED IN TRACKING 585 CAMPAIGN 538 METHODOLOGY FOR TRACKING STUDIES 590 CONCEPT DEVELOPMENT RESEARCH 540 APPLICATIONS OF TRACKING 596 MANAGEMENT JUDGMENT TESTS (MJTS) 548 HOW OFTEN TO TRACK 597 THE PURPOSE OF AD TESTING AND THE DECISION WHAT IS WEAROUT ? 598 TO TEST 550 FIRST CHECK: THE MARKETING PLAN 599 SYNDICATED AD TESTING: MSW AND ARS 553 SECOND CHECK: THE MEDIA PLAN 601 CUSTOM-DESIGNED AD TEST (ROSSITER-PERCY FINAL CHECK: THE ADVERTISEMENTS METHOD) 555 THEMSELVES 602 SCREENING QUESTIONS AND PRE-MEASURES 563 SUMMARY OF ADVERTISING WEAROUT PROCESSING MEASURES 564 SOLUTIONS 605 COMMUNICATION EFFECTS MEASURES 566 NOTES 606 COMMUNICATION FAILURE 571 DISCUSSION QUESTIONS 609 BUYER BEHAVIOR MEASURES 572 FURTHER READING 609 TESTING PROMOTION OFFERS 572 NOTES 576 APPENDIX: AC&P PLAN 611 FURTHER READING 584 INDEX 625
adam_txt	IMAGE 1 JOHN R. ROSSITER AUSTRALIAN GRADUATE SCHOOL OF MANAGEMENT LARRY PERCY COMMUNICATIONS ADVERTISING CONSULTANT G.RWIN _ MCGRAW-HILI BOSTON, MASSACHUSETTS BURR RIDGE, ILLINOIS DUBUQUE, IOWA MADISON, WISCONSIN NEW YORK, NEW YORK SAN FRANCISCO, CALIFORNIA ST. LOUIS, MISSOURI IMAGE 2 PREFACE XIII PART ONE 1. ADVERTISING COMMUNICATIONS AND PROMOTIONS 3 ADVERTISING COMMUNIEATIONS AND PROMOTIONS DEFINED 3 AC&P AND STRATEGIC MARKETING MANAGEMENT 8 THE SIX-STEP EFFEETS SEQUENEE IL BUYER RESPONSE STEPS 12 THE SIX STEPS FROM THE MANAGER'S VIEWPOINT 14 SUMMARY 20 NOTES 21 DISEUSSION QUESTIONS 23 FURTHER READING 24 2. MARKETING OBJECTIVES AND BUDGET 25 MARKETING OBJEETIVES FOR THE CAMPAIGN 25 THREE AVENUES TO PROFIT AND THREE TIME HORIZONS 26 SELLING PRIEE OBJEETIVES 28 COST OBJEETIVES 29 SALES VOLUME OBJEETIVES SETTING THE OVERALL AC&P BUDGET THE TASK METHOD THE MANAGEMENT-JURY LAF/SQ METHOD BUDGETING FOR A NEW PRODUET CATEGORY BUDGETING FOR A NEW BRAND BUDGETING FOR AN ESTABLISHED BRAND QUALITY OF ADVERTISING SPENDING SUMMARY APPENDIX 2A. STRATEGIES BASED AN UPSIDE AND DOWNSIDE ELASTICITY 2B. WHEN TO USE MARKET SHARE OBJECTIVES NOTES DISEUSSION QUESTIONS FURTHER READING PART TWO 3. TARGET AUDIENCE SELECTION AND ACTION OBJECTIVES TARGET AUDIENEE OPTIONS TARGET AUDIENEE SELEETION VIA LEVERAGE AETION OBJECTIVES 30 32 34 35 37 37 40 43 44 45 45 46 47 52 52 57 57 61 63 VII IMAGE 3 VIII CONTENTS TRIAL OBJECTIVES 64 REPEAT PURCHASE OBJECTIVES 68 DISTRIBUTORS AS TARGET AUDIENCES 71 SUMMARY 72 APPENDIX 74 3A. UNIVERSALITY OF'THE BRAND LOYALTY APPROACH 74 3B. TRIAL AND REPEAT PURCHASE COALSFOR REGULARLY PURCHASED PRODUCTS AND SEN!ICES 75 N~S TI DISCUSSION QUESTIONS 81 FURTHER READING 81 4. BEHAVIORAL SEQUENCE MODEL FOR SPECIFIC TARGETING 83 CONSTRUCTING A BEHAVIORAL SEQUENCE MODEL 83 PROFILING THE DECISION PARTICIPANT 91 SUMMARY 99 NOTES IOO DISCUSSION QUESTIONS 104 FURTHER READING 105 PART THREE 5. COMMUNICATION OBJECTIVES 109 THE FIVE COMMUNICATION EFFECTS 109 1. CATEGORY NEED 110 2. BRAND AWARENESS 113 3. BRANDATTITUDE 120 4. BRAND PURCHASE LNTENTION 126 5. PURCHASE FACILITATION 128 SUMMARY 129 APPENDIX 130 SA. FURTHER CONSIDERATIONS FOR BRAND ATTITUDE 130 5B. PURCHASE INHIBITORS MUST BE FACILITATED 132 NOTES 132 DISCUSSION QUESTIONS 138 FURTHER READING 139 6. POSITIONING 140 POSITIONING AND BRAND POSITION 140 THE X- YZ MACROMODEL OF POSITIONING LOCATION 141 THE I-D-U MESOMODEL OF BENEFIT EMPHASIS 147 THE A-B-E MICROMODEL OF BENEFIT FOCUS 152 POSITIONING STATEMENT 159 SUMMARY 160 APPENDIX 161 6A. TARGET-AUDIENCE I-D-U ANALYSIS 161 6B. I-D-U AND MULTIATTRIHUTE STRATEGIE,\' 163 6E. SUBLIMINAL SEXUAL IMAGERY IN ADS 165 NOTES 166 DISCUSSION QUESTIONS 174 FURTHER READING 174 PART FOUR 7. THE CREATIVE IDEA 177 CREATIVE STRATEGY SEQUENCE 177 THE CREATIVE IDEA 178 THEORY OF RANDOM CREATIVITY 184 1 -G- 1 METHOD OF BRAINSTORMING 191 RAM-CONVEYOR THEORY OF CREATIVE IDEAS 192 LONG- TERM MANAGEMENT OF CREATIVITY FOR THE BRAND 198 S~M~ 1~ APPENDIX 200 7A. EXAMPLES OF CREAT CREATIVE IDEAS 200 7B. MATHEMATICAL BASIS OFTHE THEORY OF RANDOM CREATIVITY 202 7E. RANDOM CREATIVITY BENEFITS EVERYONE 205 NO~S 2M DISCUSSION QUESTIONS 211 FURTHER READING 211 8. CREATIVE EXECUTION TACTICS: BRAND AWARENESS AND LOW-INVOLVEMENT PERSUASION 212 THE ROSSITER-PERCY GRID 212 LEARNING: THE BASIS OF BRAND AWARENESS AND LOW-INVOLVEMENT BRAND ATTITUDE 214 BRAND AWARENESS TACTICS (BRANDING) 216 BRAND ATTITUDE TACTICS (PERSUASION) 224 IMAGE 4 LOW-INVOLVEMENT/INFORMATIONAI TACTICS 224 LOW-INVOLVEMENT/TRANSFORMATIONAI TACTICS 227 SUMMARY 230 APPENDIX 231 SA. BRAND RECOGNITION VERSUS BRAND RECALL FROM TV ADVERTISING 231 8B. BRAND NAME RECALLABILITY 231 SC HOW DO YOU MAKE CLAIMS "EXTREME"? 232 NOTES 233 DISCUSSION QUESTIONS 243 FURTHER READING 243 9. CREATIVE EXECUTION TACTICS: HIGHINVOLVEMENT PERSUASION 244 ACCEPTANCE AND THE ALEA MODEL OF PROCESSING: THE BASIS OF HIGH-INVOLVEMENT BRAND ATTITUDE 244 HIGH-INVOLVEMENT/INFORMATIONAI TACTICS 246 HIGH-INVOLVEMENT/TRANSFORMATIONAI TACTICS 255 THE VISCAP MODEL OF PRESENTER SELECTION 260 SUMMARY 268 APPENDIX 269 9A. COGNITIVE RESPONSE THEORY 269 9B. EXPLICIT COMPARATIVE ADVERTISINGRESEARCH RESULTS 269 9C LEGAL REQUIREMENTS AND OBJECTIVITY 270 NOTES 271 DISCUSSION QUESTIONS 278 FURTHER READING 278 10. CREATIVE EXECUTION: ATTENTION AND THE STRUCTURE OF ADS 279 ATTENTION: ITS FUNCTION AND IMPORTANCE 279 TV COMMERCIALS 280 RADIO COMMERCIALS 284 PRINT ADS: AN OVERVIEW 288 NEWSPAPER ADS 289 CONSUMER AND GENERAL BUSINESS MAGAZINE ADS 292 INDUSTRIAL MAGAZINE ADS 298 YELLOW PAGES AND DIRECTORY DISPLAY ADS 300 OUTDOOR AND POSTER ADS 303 DIRECT RESPONSE ADS 305 SUMMARY 312 NOTES 312 CONTENTS IX DISCUSSION QUESTIONS 319 FURTHER READING 319 PART FIVE 11. CORPORATE ADVERTISING COMMUNICATIONS 323 INTEGRATED COMMUNICATIONS STRATEGY 323 BUDGET ALLOCATION FOR IMC ACTIVITIES 328 CORPORATION 'S PERSPECTIVE 331 CORPORATE IDENTITY AND PR 333 CORPORATE IMAGE ADVERTISING 334 SPONSORSHIPS (INCLUDING EVENT MARKETING AND PUBLICITY) 339 SUMMARY 341 APPENDIX 342 IIA. AVON'S NEW IMC STRATEGY 342 II B. CORPORATE DESIGN-EXAMPLES 343 IIC CRISIS AND RUMOR MANAGEMENT 343 II D. PLANNING AND EVALUATING SPONSORSHIPS 346 NOTES 347 DISCUSSION QUESTIONS 350 FURTHER READING 351 12. MANUFACTURER'S PROMOTIONS 352 SALES-FORCE PROMOTIONS 352 TRADE PROMOTIONS 354 CUSTOMER OR CONSUMER TRIAL PROMOTIONS 356 REPEAT-PURCHASE PROMOTIONS 367 SUMMARY 373 APPENDIX 375 12A. FACTORS IN TRADE SHOW PROMOTION 375 12B. DIRECT PRICE-OFF PRESENTATION TACTIC.L" 375 L2C SOCIAL REINFORCEMENT IN SERVICE TRANSACTIONS 376 12D. THE CUSP-CATASTROPHE MODEL OF HIGHINVOLVEMENT REPEAT PURCHASES 376 NOTES 377 DISCUSSION QUESTIONS 381 FURTHER READING 381 13. RETAILER'S PROMOTIONS 382 THE RETAILER'S MARKETING PERSPECTIVE 382 IMAGE 5 X CONTENTS RETAIL LAYOUT AND ATMOSPHERE 384 RETAIL FEATURE ADS 388 POP DISPIAYS 390 PRICE-OFF PROMOTIONS 391 PRIVATE LABELING 392 TV OR PC INTERACTIVE SHOPPING 393 SUMMARY 395 APPENDIX 396 13A. GROCERV STORE SHOPPING STATISTICI' 396 /3B. WHO RESPONDS TO THE RETAIL PRICE-OFF? 397 /3C. /MPLEMENTING RETAILER'S PRICE-OFFI' 399 NOTES 400 DISCUSSION QUESTIONS 403 FURTHER READING 403 14. DIRECT MARKETING PROMOTIONS 404 DATABASE MARKETING 404 LOYAITY PROGRAMS 411 SUMMARY 413 NOTES 414 DISCUSSION QUESTIONS 415 FURTHER READING 415 PART SIX 15. ADVERTISING AND IMC MEDIA SELECTION 419 MEDIA SELECTION BASED ON COMMUNICATION OBJECTIVES 419 THE CONCEPTS OF PRIMARY AND SECONDARY MEDIA 428 NATIONAL CONSUMER ADVERTISING 430 RETAIL ADVERTISING 434 INDUSTRIAL ADVERTISING 436 CORPORATE IMAGE ADVERTISING 438 DIRECT RESPONSE ADVERTISING 439 S~M~ 4~ N~S ~ DISCUSSION QUESTIONS 444 FURTHER READING 445 16. MEDIA STRATEGY: THE REACH PATTERN AND EFFECTIVE FREQUENCY 446 THE IMPORTANCE OF MEDIA STRATEGY AND ITS PARAMETERS 446 THE REACH PATTERN 451 EFFECTIVE FREQUENCY 457 ESTIMATING MINIMUM EFFECTIVE FREQUENCY 461 SCHEDULING OVER TIME: SHORT-TERM TACTICAI ADJUSTMENTS 468 SUMMARY 469 NOTES 471 DISCUSSION QUESTIONS 475 FURTHER READING 476 17. MEDIA PLAN IMPLEMENTATION 477 FIRST-STAGE SEIECTION OF MEDIA VEHICLES BY DIRECT MATCHING 477 ADJUSTMENT FACTORS FOR SECOND-STAGE MEDIA VEHICLE SEIECTION 481 SCHEDULING LNSERTIONS IN THE VEHICLES 489 PROFIT AND THE MEDIA SCHEDULE 492 SUMMARY 493 APPENDIX 495 /7 A. SCHEDULE /MPLEMENTATION FOR THE SMALLER ADVERTISER 495 17B. SCHEDULE /MPLEMENTATIONFOR THE LARGER ADVERTISER 497 NOTES 498 DISCUSSION QUESTIONS 501 FURTHER READING 502 PART SEVEN 18. ADVERTISING STRATEGY RESEARCH 505 SITUATION AUDIT 505 QUAIITATIVE RESEARCH 519 QUANTITATIVE RESEARCH 524 ADVERTISING STRATEGY SUMMARY 532 NOTES 534 FURTHER READING 537 IMAGE 6 CONTENTS XI 19. CONCEPT DEVELOPMENT RESEARCH, 20. CAMPAIGN TRACKING AND MJTS, AND AD TESTING 538 EVALUATION 585 AN EXAMPLE: AT&T'S "COST OFVISIT" MEASURES USED IN TRACKING 585 CAMPAIGN 538 METHODOLOGY FOR TRACKING STUDIES 590 CONCEPT DEVELOPMENT RESEARCH 540 APPLICATIONS OF TRACKING 596 MANAGEMENT JUDGMENT TESTS (MJTS) 548 HOW OFTEN TO TRACK 597 THE PURPOSE OF AD TESTING AND THE DECISION WHAT IS "WEAROUT"? 598 TO TEST 550 FIRST CHECK: THE MARKETING PLAN 599 SYNDICATED AD TESTING: MSW AND ARS 553 SECOND CHECK: THE MEDIA PLAN 601 CUSTOM-DESIGNED AD TEST (ROSSITER-PERCY FINAL CHECK: THE ADVERTISEMENTS METHOD) 555 THEMSELVES 602 SCREENING QUESTIONS AND PRE-MEASURES 563 SUMMARY OF ADVERTISING WEAROUT PROCESSING MEASURES 564 SOLUTIONS 605 COMMUNICATION EFFECTS MEASURES 566 NOTES 606 COMMUNICATION FAILURE 571 DISCUSSION QUESTIONS 609 BUYER BEHAVIOR MEASURES 572 FURTHER READING 609 TESTING PROMOTION OFFERS 572 NOTES 576 APPENDIX: AC&P PLAN 611 FURTHER READING 584 INDEX 625
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id	DE-604.BV023508920
illustrated	Illustrated
index_date	2024-07-02T22:31:04Z
indexdate	2024-07-09T21:23:34Z
institution	BVB
isbn	0071146679 007053943X
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-016832259
oclc_num	245760495
open_access_boolean
owner	DE-521 DE-188 DE-N2
owner_facet	DE-521 DE-188 DE-N2
physical	XVI, 640 S. Ill., graph. Darst.
publishDate	1997
publishDateSearch	1997
publishDateSort	1997
publisher	Irwin McGraw-Hill
record_format	marc
series2	McGraw-Hill series in marketing
spelling	Rossiter, John R. Verfasser aut Advertising communications & promotion management John R. Rossiter ; Larry Percy 2. ed., internat. ed. Boston, Mass. [u.a.] Irwin McGraw-Hill 1997 XVI, 640 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier McGraw-Hill series in marketing Advertising Communication in marketing Sales promotion Werbung (DE-588)4065541-6 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Sales-promotion (DE-588)4076968-9 gnd rswk-swf Kommunikationspolitik (DE-588)4232471-3 gnd rswk-swf Marketing (DE-588)4037589-4 s Kommunikation (DE-588)4031883-7 s DE-604 Unternehmen (DE-588)4061963-1 s Kommunikationspolitik (DE-588)4232471-3 s Werbung (DE-588)4065541-6 s Sales-promotion (DE-588)4076968-9 s 1\p DE-604 Percy, Larry Verfasser aut 1. Auflage Rossiter, John R. Advertising and promotion management (DE-604)BV004521250 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016832259&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk
spellingShingle	Rossiter, John R. Percy, Larry Advertising communications & promotion management Advertising Communication in marketing Sales promotion Werbung (DE-588)4065541-6 gnd Kommunikation (DE-588)4031883-7 gnd Unternehmen (DE-588)4061963-1 gnd Marketing (DE-588)4037589-4 gnd Sales-promotion (DE-588)4076968-9 gnd Kommunikationspolitik (DE-588)4232471-3 gnd
subject_GND	(DE-588)4065541-6 (DE-588)4031883-7 (DE-588)4061963-1 (DE-588)4037589-4 (DE-588)4076968-9 (DE-588)4232471-3
title	Advertising communications & promotion management
title_auth	Advertising communications & promotion management
title_exact_search	Advertising communications & promotion management
title_exact_search_txtP	Advertising communications & promotion management
title_full	Advertising communications & promotion management John R. Rossiter ; Larry Percy
title_fullStr	Advertising communications & promotion management John R. Rossiter ; Larry Percy
title_full_unstemmed	Advertising communications & promotion management John R. Rossiter ; Larry Percy
title_old	Rossiter, John R. Advertising and promotion management
title_short	Advertising communications & promotion management
title_sort	advertising communications promotion management
topic	Advertising Communication in marketing Sales promotion Werbung (DE-588)4065541-6 gnd Kommunikation (DE-588)4031883-7 gnd Unternehmen (DE-588)4061963-1 gnd Marketing (DE-588)4037589-4 gnd Sales-promotion (DE-588)4076968-9 gnd Kommunikationspolitik (DE-588)4232471-3 gnd
topic_facet	Advertising Communication in marketing Sales promotion Werbung Kommunikation Unternehmen Marketing Sales-promotion Kommunikationspolitik
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016832259&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT rossiterjohnr advertisingcommunicationspromotionmanagement AT percylarry advertisingcommunicationspromotionmanagement

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