Advertising Management

by Rajeev Batra

Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.

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.