Advertising Management / Edition 5

Advertising Management / Edition 5

by Rajeev Batra, David A. Aaker, John G. Myers
     
 

ISBN-10: 0133057151

ISBN-13: 9780133057157

Pub. Date: 12/12/1995

Publisher: Prentice Hall Professional Technical Reference

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…  See more details below

Overview

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.

Product Details

ISBN-13:
9780133057157
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
12/12/1995
Edition description:
5th ed
Pages:
754
Product dimensions:
7.19(w) x 9.50(h) x 1.55(d)

Table of Contents

Preface
Ch. 1The Field of Advertising Management3
Ch. 2Advertising Planning and Decision Making38
Readings: "What Happened to Advertising?"56
Readings: "Do You Need Your Ad Agency?"63
Ch. 3Integrated Marketing Communications71
Ch. 4Setting Goals and Objectives108
Appendix: Regional Brand of Beer148
Cranberries149
Diagnostic Case150
Ch. 5How Advertising Works: Some Research Results151
Ch. 6Segmentation and Positioning173
Ch. 7Attention and Comprehension219
Ch. 8Understanding Benefit-Based Attitudes249
Appendix: New Developments in Conjoint Analysis277
Ch. 9Associating Feelings with the Brand279
Ch. 10Brand Equity, Image, and Personality316
Ch. 11Group Influence and Word-of-Mouth Advertising345
Cases: Seven-up364
Cases: Canada Packers: Tenderflake365
Reading: "High Performance Marketing: An Interview with Nike's Phil Knight"374
Ch. 12Creative Approaches389
Ch. 13The Art of Copywriting414
Ch. 14Advertising Copy Testing and Diagnosis462
Appendix: Notes on Four Copy-Testing Services496
Ch. 15Production and Implementation500
Reading: "In Advertising, What Distinguishes a Great Client?"523
Cases: Perdue Food527
Cases: Levi Strauss & Co.533
Ch. 16Media Strategy: Setting Media Budgets541
Appendix: A Model of Adaptive Control579
Ch. 17Media Tactics: Allocating Media Budgets582
Reading: "Checking in at Checkerboard Square"617
Appendix: Sources of Media Data627
Ch. 18Advertising Regulation641
Ch. 19Advertising and Society668
Ch. 20Global Marketing and Advertising711
Reading: "A Blueprint for Campaigns that Travel Around the World"733
Index739

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >