Batra, Rajeev
Advertising management / Rajeev Batra, John G. Myers and David A. Aaker, - 5th ed. - New Delhi: Pearson, 2018. - xvi, 612 pages : illustrations ; 24 cm.
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
9788177588507
Advertising
Advertising management
Marketing
659.1 / BAT
Advertising management / Rajeev Batra, John G. Myers and David A. Aaker, - 5th ed. - New Delhi: Pearson, 2018. - xvi, 612 pages : illustrations ; 24 cm.
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
9788177588507
Advertising
Advertising management
Marketing
659.1 / BAT