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Product Description
Australasian Marketing Journal
".. this text is well-written and generally well-structured. Its format is clear and logical and it is likely to appeal both to educators and students since it offers a clearly developed ... approach to advertising and promotion decisions..."
Book Description
This is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising.
".. this text is well-written and generally well-structured. Its format is clear and logical and it is likely to appeal both to educators and students since it offers a clearly developed ... approach to advertising and promotion decisions..."
Book Description
This is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising.
Percy , Rossiter, and Elliott deal with advertising from a strategic rather than simply a descriptive standpoint, starting out with a broad look at what advertising is meant to do and then going on to provide the reader with an understanding of what it takes to develop effective advertising and promotion. The book contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advert. There are also a number of
extended advertising case histories which are used to illustrate the application of the various theories discussed, and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions.
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