Advertising Communications and Promotion Management

Author: John R. Rossiter, Larry Percy
List Price: $139.80
Our Price: Click to see the latest and low price
ISBN: 007053943X
Publisher: McGraw-Hill/Irwin (15 January, 1997)
Sales Rank: 177,343
Average Customer Rating: 3 out of 5

Customer Reviews

Rating: 4 out of 5
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.

Rating: 1 out of 5
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 technologies, cross-cultural marketing and other "dangerous" topics. Perfect reading for insomnia cases.

Rating: 4 out of 5
MBA student that had to buy book
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.

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