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