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Advertising management / Rajeev Batra, John G. Myers and David A. Aaker,

By: Contributor(s): Material type: TextPublication details: New Delhi: Pearson, 2018.Edition: 5th edDescription: xvi, 612 pages : illustrations ; 24 cmISBN:
  • 9788177588507
Subject(s): DDC classification:
  • 659.1 BAT
Contents:
Part 1: Introduction The field of advertising management Advertising decisions The budget decision Part 2: Objective setting and market positioning Setting advertising objectives Image and competitive position Attitude and market structure Precipitating action: behavioral objectives Part 3: Communications, persuasion, and market processes Communication systems The perception process Learning and attitude change Diffusion and personal influence Part 4: Copy decisions Copy strategy and creative styles Budgeting and copy research Part 5: Media decisions Media models Media research Part 6: Economic, social and legal constraints The social and economic effects of advertising Advertising regulation
List(s) this item appears in: New Arrivals- October 1st to 31st 2022
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Institute of Public Enterprise, Library S Campus 659.1 BAT (Browse shelf(Opens below)) Available 46671
Books Institute of Public Enterprise, Library S Campus 659.1 BAT (Browse shelf(Opens below)) Available 46666
Books Institute of Public Enterprise, Library S Campus 659.1 BAT (Browse shelf(Opens below)) Available 46667


Part 1: Introduction
The field of advertising management
Advertising decisions
The budget decision
Part 2: Objective setting and market positioning
Setting advertising objectives
Image and competitive position
Attitude and market structure
Precipitating action: behavioral objectives
Part 3: Communications, persuasion, and market processes
Communication systems
The perception process
Learning and attitude change
Diffusion and personal influence
Part 4: Copy decisions
Copy strategy and creative styles
Budgeting and copy research
Part 5: Media decisions
Media models
Media research
Part 6: Economic, social and legal constraints
The social and economic effects of advertising
Advertising regulation

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