Advertising Management: United States Edition by Rajeev Batra
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Advertising Management
Summary
Appropriate for courses in Advertising Management.
The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings.
Advertising Management Summary
Table of Contents
I. INTRODUCTION.
1. The Field of Advertising Management.2. Advertising Planning and Decision Making.
II. OBJECTIVE SETTING AND MARKET POSITIONING.
3. Integrated Marketing Communications.4. Setting Goals and Objectives.
5. How Advertising Works: Some Research Results.
6. Segmentation and Positioning.
III. MESSAGE STRATEGY.
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.
IV. MESSAGE TACTICS.
12. Creative Approaches.13. The Art of Copywriting.
14. Advertising Copy Testing and Diagnosis.
15. Production and Implementation.
V. MEDIA STRATEGY AND TACTICS.
16. Media Strategy: Setting Media Budgets.17. Media Tactics: Allocating Media Budgets.
VI. THE BROADER ENVIRONMENT.
18. Advertising Regulation.19. Advertising and Society.
20. Global Marketing and Advertising.
Index.
Additional information
GOR002123337
9780133057157
0133057151
Advertising Management: United States Edition by Rajeev Batra
Used - Very Good
Hardback
Pearson Education (US)
1996-01-22
754
N/A
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