Online Public Access Catalogue

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


Advertising management

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