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Advertising Management By Rajeev Batra

Advertising Management

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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.

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Advertising Management Summary


Advertising Management: United States Edition 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.

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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
Advertising Management: United States Edition by Rajeev Batra
Rajeev Batra
Used - Very Good
Hardback
Pearson Education (US)
1995-12-12
754
0133057151
9780133057157
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.