Advertising management / Rajeev Batra, John G. Myers and David A. Aaker,
By: Batra, Rajeev
Contributor(s): Myers, John G | Aaker, David A
Material type:
TextPublisher: New Delhi: Pearson, 2018Edition: 5th edDescription: xvi, 612 pages : illustrations ; 24 cmISBN: 9788177588507Subject(s): Advertising | Advertising management | MarketingDDC classification: 659.1 | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| Books | Institute of Public Enterprise, Library S Campus | 659.1 BAT (Browse shelf) | Available | 46671 | |
| Books | Institute of Public Enterprise, Library S Campus | 659.1 BAT (Browse shelf) | Available | 46666 | |
| Books | Institute of Public Enterprise, Library S Campus | 659.1 BAT (Browse shelf) | 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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