Advertising management

By: Batra, Rajeev Contributor(s): Myers, John G | Aaker, David A Material type: Text

TextPublication details: New Delhi Pearson India Education Services Pvt. Ltd. 2022 Edition: 5thDescription: 768 pISBN: 9788177588507Subject(s): Advertising--ManagementDDC classification: 659.1 Summary: 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. The overriding objective of the book is to provide an approach to the management of advertising that is sophisticated, thoughtful, and state-of-the-art, while being practical and relevant to real-world advertising planning, decision making, and control. The book draws on and attempts to integrate three related disciplines: the behavioral sciences, marketing and advertising research, and management science.

List(s) this item appears in: Marketing | Public Policy & General Management

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	659.1 BAT (Browse shelf(Opens below))	1	Available		002022

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Previous	658.872 VIS Digital marketing fundamentals:	658.9 LAW Using semiotics in retail: leverage consumer insight to engage shoppers and boost sales	659.001 KUM Made in future: a story of marketing, media, and content for our times	659.1 BAT Advertising management	659.1 BEL Advertising and promotion: an integrated marketing communication perspective	659.1 BEL Advertising and promotion: an integrated marketing communication perspective	659.1 BEL Advertising and promotion: an integrated marketing communication perspective	Next

Table of Content
INTRODUCTION.
The Field of Advertising Management.
Advertising Planning and Decision Making.
OBJECTIVE SETTING AND MARKET POSITIONING.
Integrated Marketing Communications.
Setting Goals and Objectives.
How Advertising Works: Some Research Results.
Segmentation and Positioning.
MESSAGE STRATEGY.
Attention and Comprehension.
Understanding Benefit-Based Attitudes.
Associating Feelings with the Brand.
Brand Equity, Image and Personality.
Group Influence and Word-of-Mouth Advertising.
MESSAGE TACTICS.
Creative Approaches.
The Art of Copywriting.
Advertising Copy Testing and Diagnosis.
Production and Implementation.
MEDIA STRATEGY AND TACTICS.
Media Strategy: Setting Media Budgets.
Media Tactics: Allocating Media Budgets.
THE BROADER ENVIRONMENT.
Advertising Regulation.
Advertising and Society.
Global Marketing and Advertising.

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. The overriding objective of the book is to provide an approach to the management of advertising that is sophisticated, thoughtful, and state-of-the-art, while being practical and relevant to real-world advertising planning, decision making, and control. The book draws on and attempts to integrate three related disciplines: the behavioral sciences, marketing and advertising research, and management science.

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