TY  - BOOK
AU  - Batra Rajeev, Myers John, Aaker David
TI  - Advertising Management
SN  - 978-81-203-1219-7
U1  - 659.1 23
PY  - 2008///
CY  - New Delhi.
PB  - PHI Learning.
N1  - 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
ER  -