TY  - BOOK
AU  - Batra, Rajeev
AU  - Myers, John G.
AU  - Aaker, David A. 
TI  - Advertising management
SN  - 9788177588507
U1  - 659.1 
PY  - 2018///
CY  - New Delhi
PB  - Pearson
KW  - Advertising
KW  - Advertising management
KW  - Marketing
N1  - 
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
ER  -