000			01285nam a22002057a 4500
999			_c22006 _d22006
020			_a9788177588507
082			_a659.1 _bBAT
100			_aBatra, Rajeev
245			_aAdvertising management / _cRajeev Batra, John G. Myers and David A. Aaker,
250			_a5th ed.
260			_aNew Delhi: _bPearson, _c2018.
300			_axvi, 612 pages : _billustrations ; _c24 cm.
505			_a 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
650			_aAdvertising
650			_aAdvertising management
650			_aMarketing
700			_aMyers, John G.
700			_aAaker, David A.
942			_2ddc _cBK