000 | 01729nam a22002777a 4500 | ||
---|---|---|---|
020 |
_a8788178087351 _cRs.250.00 |
||
020 |
_a9788177588507 _cRs.599.00 |
||
040 | _aHCCL | ||
041 | _aeng | ||
082 |
_a659.1 _bBAA |
||
100 | _aBatra, Rajeev | ||
245 |
_aAdvertising Management _cby Rajeev Batra, John G. Myers and David A. Aaker |
||
250 | _a5th ed. | ||
260 |
_aDelhi _bPearson India Education Pvt. Ltd. _c2004 |
||
300 |
_axiv, 754p. _a768p. _b24.5 cm. |
||
500 | _aIncludes index | ||
505 | _aPt:1 Introduction Ch.1 The Field of Advertising Management Ch.2 Advertising Planning and Decision Making Pt:2 Objective Setting and Market Positioning Ch.3 Integrated Marketing Communications Ch.4 Setting goals and objectives Ch.5 How Advertising works: Some Research Results Ch.6 Segmentation and Positioning Pt:.3 Message Strategy Ch.7 Attention and Comprehension Ch.8 Understanding Benefit-Based Attitudes Ch.9 Associating Feelings with the Brand Ch.10 Brand Equity, Image, and Personality Ch.11 Group Influence and Word-of-Mouth Advertising Pt: 4 Message Tactics Ch.12 Creative Approaches Ch.13 The Art of Copywriting Ch.14 Advertising Copy Testing and Diagnosis Ch.15 Production and Implementation Pt.5 Media Strategy and Tactics Ch.16 Media Strategy: Setting Media Budgets Ch.17 Media Tactics: Allocating Media Budgets Pt.6 The Broader Environment Ch.18 Advertising Regulation Ch.19 Advertising and Society Ch.20 Global Marketing and Advertising | ||
650 | _aCOMMERCE | ||
650 | _aMANAGEMENT | ||
700 | _aMyers, John G. | ||
700 | _aAaker, David A. | ||
942 | _cBK | ||
999 |
_c1194 _d1194 |