Advertising Management-5th Edition
The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include...
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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.
Advertising Management includes all relevant current research and readings. It explains in detail various theories, plans and actions. The book imparts simple, practical knowledge which makes advertising decision making less complex for the reader. The authors highlight the importance of marketing strategy, analysis and plan.
To make the theories and research practically relevant, many Cases, Exercises, and Discussion Questions have been included in the book. The 5th edition has new chapters added to it.
The first Chapter provides an introduction to the field of Advertising Management, Advertising Planning and Decision Making. The second Chapter, Objective Setting and Market positioning, includes topics like Integrated Marketing Communications, How Advertising Works: Some Research Results and Segmentation and Positioning. The next Chapter on Message Strategy deals with topics such as Attention and Comprehension, Associating Feelings with the Brand, Brand Equity, Image and Personality. Chapter 4, Message Tactics, tackles Creative Approaches, The Art of Copywriting, Advertising Copy Testing and Diagnosis, and Production and Implementation.
Media strategy and Tactics deals with Setting and Allocating Media Budgets. The last Chapter, The Broader Environment, has the topics Advertising Regulation, Advertising and Society, Global Marketing and Advertising. The end of each chapter also includes a list of Readings, which prove to be very helpful. The book will help practitioners and students to implement effective decisions in advertising marketing.
About The Authors
Rajeev Batra is Professor of Marketing at University of Michigan Business School. His other works include Marketing Issues In Transitional Economies, and The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands. He holds a Postgraduate Diploma from IIM Ahmedabad, a M.S. from University of Illinois, and a Ph.D from Stanford Business School. Listed among ‘Outstanding Faculty’ at Michigan by Business Week (1995-97), he has written almost 40 articles in various Journals, and co- authored and edited books. Batra has received various awards for his contribution to the field.
John G. Myers, Professor Emeritus at the Haas School of Business, University of California, is a very senior and well known figure in the field of Business Management. He is a consultant to various firms and corporations. Myers holds a BSF, an MBA, an MA, and a Ph.D. He has been awarded the Columbia University Doctoral Dissertation Award, National Science Foundation Research Grants, and other research awards. Born in 1938, David A. Aaker is a well known expert in the field of Marketing. Like Myers, he is Professor Emeritus at the Haas School of Business. His other books include Managing Brand Equity, Building Strong Brands, Spanning Silos: The New CMO Imperative, From Fargo To The World Of Brands: My Story, and others.
David Aaker is the creator of the ‘Aaker Model’, a marketing model that projects brand equity to be a combination of brand loyalty, brand awareness and brand associations. Aaker has also been a recipient of numerous awards for his work in the field of management. These include, Paul D. Converse Award and MIT Buck Weaver Award. He has written over a 100 articles and 14 books.