Advertising Management
International Edition
5th Edition
Published on 6. February 1996
Book
Paperback/Softback
754 pages
978-0-13-520917-2 (ISBN)
Description
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.* NEW - features many new chapters as well as new material in existing chapters, including...* new chapter on Integrated Marketing Communication (Chapter 3) * new chapter on Global Advertising (Chapter 20) * new material on Brand Equity (Chapter 10) and Emotions and Advertising (Chapter 9) * expanded treatment of Advertising Production (Chapter 15) * more in-depth discussion of Media Data/Sources (Chapter 17) * more coverage of Copywriting * updated material on changes in the industry, media environment, copy testing services, client-agency relations. * includes Cases, Readings, Exercises and Discussion Questions. * complete coverage of goal setting framework, positioning and segmentation, message strategy, message tactics, media strategy and media tactics. * NEW - features new readings from sources like...* Fortune magazine * The Harvard Business Review * Adweek * NEW - integrates many more examples and applications throughout. * NEW - updates research throughout.
More details
Edition
5th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 231 mm
Width: 176 mm
Thickness: 32 mm
Weight
1062 gr
ISBN-13
978-0-13-520917-2 (9780135209172)
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 | John G. Myers | Rajeev Batra
Advertising Management
Book
11/1991
4th Edition
Pearson Education (US)
€34.61
Article exhausted; check for reprint
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.