Advertising Management
United States Edition
5th Edition
Published on 22. January 1996
Book
Hardback
754 pages
978-0-13-305715-7 (ISBN)
Description
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.
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.
More details
Edition
5th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 240 mm
Width: 182 mm
Thickness: 38 mm
Weight
1281 gr
ISBN-13
978-0-13-305715-7 (9780133057157)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
10/2001
5th Edition
Prentice-Hall
€65.60
Article is exhausted; no reprint
Previous edition
David A. Aaker
Advertising Management
Book
11/1991
4th Edition
Pearson Education (US)
€38.32
Article exhausted; check different version
Content
I. INTRODUCTION.
1. The Field of Advertising Management.
2. Advertising Planning and Decision Making.
II. OBJECTIVE SETTING AND MARKET POSITIONING.
3. Integrated Marketing Communications.
4. Setting Goals and Objectives.
5. How Advertising Works: Some Research Results.
6. Segmentation and Positioning.
III. MESSAGE STRATEGY.
7. Attention and Comprehension.
8. Understanding Benefit-Based Attitudes.
9. Associating Feelings with the Brand.
10. Brand Equity, Image and Personality.
11. Group Influence and Word-of-Mouth Advertising.
IV. MESSAGE TACTICS.
12. Creative Approaches.
13. The Art of Copywriting.
14. Advertising Copy Testing and Diagnosis.
15. Production and Implementation.
V. MEDIA STRATEGY AND TACTICS.
16. Media Strategy: Setting Media Budgets.
17. Media Tactics: Allocating Media Budgets.
VI. THE BROADER ENVIRONMENT.
18. Advertising Regulation.
19. Advertising and Society.
20. Global Marketing and Advertising.
Index.
1. The Field of Advertising Management.
2. Advertising Planning and Decision Making.
II. OBJECTIVE SETTING AND MARKET POSITIONING.
3. Integrated Marketing Communications.
4. Setting Goals and Objectives.
5. How Advertising Works: Some Research Results.
6. Segmentation and Positioning.
III. MESSAGE STRATEGY.
7. Attention and Comprehension.
8. Understanding Benefit-Based Attitudes.
9. Associating Feelings with the Brand.
10. Brand Equity, Image and Personality.
11. Group Influence and Word-of-Mouth Advertising.
IV. MESSAGE TACTICS.
12. Creative Approaches.
13. The Art of Copywriting.
14. Advertising Copy Testing and Diagnosis.
15. Production and Implementation.
V. MEDIA STRATEGY AND TACTICS.
16. Media Strategy: Setting Media Budgets.
17. Media Tactics: Allocating Media Budgets.
VI. THE BROADER ENVIRONMENT.
18. Advertising Regulation.
19. Advertising and Society.
20. Global Marketing and Advertising.
Index.