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

By:

Batra Rajeev, Myers John, Aaker David

Material type: Text

TextPublication details: New Delhi. PHI Learning. 2008.Edition: 2008Description: 754 p . ; softbound 18x23cmISBN:

978-81-203-1219-7

DDC classification:

23 659.1 BAT

Contents:

1.The field of Advertising Management 2.Advertising planning and decision making 3.Integrated Marketing communications 4.Setting Goals and objectives 5.How Advertising works:Some research results 6.Segmentation and positioning 7.Attention and comprehension 8.Understanding benefit-based attitudes 9.Associating feelings with the brand 10.Brand equity, image and personality 11.Group Influence and word-of-mouth Advertising 12.Creative Approaches 13.The art of copywriting 14.Advertising copy testing and diagnosis 15.Production and Implementation 16.Media strategy:setting media budgets 17.Media tactics:Allocating media budgets 18.Advertising Regulation 19.Advertising and society 20.Global marketing and advertising.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Tetso College Library Commerce & Management	659.1 BAT (Browse shelf(Opens below))	Available	8302
Books	Tetso College Library Commerce & Management	659.1 BAT (Browse shelf(Opens below))	Available	8303
Books	Tetso College Library Commerce & Management	659.1 BAT (Browse shelf(Opens below))	Available	8304

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1.The field of Advertising Management
2.Advertising planning and decision making
3.Integrated Marketing communications
4.Setting Goals and objectives
5.How Advertising works:Some research results
6.Segmentation and positioning
7.Attention and comprehension
8.Understanding benefit-based attitudes
9.Associating feelings with the brand
10.Brand equity, image and personality
11.Group Influence and word-of-mouth Advertising
12.Creative Approaches
13.The art of copywriting
14.Advertising copy testing and diagnosis
15.Production and Implementation
16.Media strategy:setting media budgets
17.Media tactics:Allocating media budgets
18.Advertising Regulation
19.Advertising and society
20.Global marketing and advertising.

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