| 000 -LEADER |
|---|
| fixed length control field |
01285nam a22002057a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| ISBN |
9788177588507 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Item number |
BAT |
| 100 ## - MAIN ENTRY--AUTHOR NAME |
|---|
| Author name |
Batra, Rajeev |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Advertising management / |
| Statement of responsibility, etc |
Rajeev Batra, John G. Myers and David A. Aaker, |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
5th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
New Delhi: |
| Name of publisher |
Pearson, |
| Year of publication |
2018. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Number of Pages |
xvi, 612 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
<br/>Part 1: Introduction<br/>The field of advertising management<br/>Advertising decisions<br/>The budget decision<br/>Part 2: Objective setting and market positioning<br/>Setting advertising objectives<br/>Image and competitive position<br/>Attitude and market structure<br/>Precipitating action: behavioral objectives<br/>Part 3: Communications, persuasion, and market processes<br/>Communication systems<br/>The perception process<br/>Learning and attitude change<br/>Diffusion and personal influence<br/>Part 4: Copy decisions<br/>Copy strategy and creative styles<br/>Budgeting and copy research<br/>Part 5: Media decisions<br/>Media models<br/>Media research<br/>Part 6: Economic, social and legal constraints<br/>The social and economic effects of advertising<br/>Advertising regulation |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Advertising |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Advertising management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Marketing |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Author 2/ Editor |
Myers, John G. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Author 2/ Editor |
Aaker, David A. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
