Batra, Rajeev <br/><br/>
Advertising management / 
Rajeev Batra, John G. Myers and David A. Aaker, 
 - 5th ed. 
 - New Delhi:  Pearson,  2018. 
 - xvi, 612 pages :   illustrations ;   24 cm. 
<br/><br/><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 
<br/><br/><label>ISBN: </label>9788177588507 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising <br/>Advertising management <br/>Marketing
<br/><br/><label>Dewey Class. No.: </label>659.1  / BAT