000			01205nam a22001577a 4500
999			_c4905 _d4905
008			180518b ||||| |||| 00| 0 eng d
020			_a978-81-203-1219-7
082			_223 _a659.1 _bBAT
100			_aBatra Rajeev, Myers John, Aaker David
245			_aAdvertising Management / _cRajeev Batra, John G.Myers, David A.Aaker.
250			_b2008.
260			_aNew Delhi. _bPHI Learning. _c2008.
300			_a754 p . ; _bsoftbound _c18x23cm
505			_a1.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.
942			_2ddc _cBK