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

By: Contributor(s): Material type: TextTextPublication 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
Item type Current library Call number Status Date due Barcode
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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