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.
- ISBN13 9780071155144
- Publish Date 16 February 1997
- Publish Status Out of Print
- Out of Print 2 March 2010
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Professional
- Edition 2nd edition
- Format Paperback
- Pages 640
- Language English