Advertising Management: United States Edition by Rajeev Batra
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Appropriate for courses in Advertising Management.
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.
I. INTRODUCTION.
1. The Field of Advertising Management.II. OBJECTIVE SETTING AND MARKET POSITIONING.
3. Integrated Marketing Communications.III. MESSAGE STRATEGY.
7. Attention and Comprehension.IV. MESSAGE TACTICS.
12. Creative Approaches.V. MEDIA STRATEGY AND TACTICS.
16. Media Strategy: Setting Media Budgets.VI. THE BROADER ENVIRONMENT.
18. Advertising Regulation.