ADVERTISING MANAGEMENT (Record no. 40053)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02343nam a2200229Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 110309s9999 xx 000 0 und d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9788177588507 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | BATRA, RAJEEV |
| 9 (RLIN) | 16062 |
| 245 ## - TITLE STATEMENT | |
| Title | ADVERTISING MANAGEMENT |
| Statement of responsibility, etc | RAJEEV BATRA, AAKER A DAVID AND JOHN G MYERS |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 5 |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc | "PEARSON EDUCATION , INC" |
| Place of publication, distribution, etc | NEW DELHI |
| Date of publication, distribution, etc | 2006 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 765 P. |
| Other physical details | PAPER |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Table of Content<br/><br/> INTRODUCTION.<br/> The Field of Advertising Management.<br/> Advertising Planning and Decision Making.<br/> OBJECTIVE SETTING AND MARKET POSITIONING.<br/> Integrated Marketing Communications.<br/> Setting Goals and Objectives.<br/> How Advertising Works: Some Research Results.<br/> Segmentation and Positioning. <br/> MESSAGE STRATEGY.<br/> Attention and Comprehension.<br/> Understanding Benefit-Based Attitudes.<br/> Associating Feelings with the Brand.<br/> Brand Equity, Image and Personality.<br/> Group Influence and Word-of-Mouth Advertising. <br/> MESSAGE TACTICS.<br/> Creative Approaches.<br/> The Art of Copywriting.<br/> Advertising Copy Testing and Diagnosis.<br/> Production and Implementation. <br/> MEDIA STRATEGY AND TACTICS.<br/> Media Strategy: Setting Media Budgets.<br/> Media Tactics: Allocating Media Budgets. <br/> THE BROADER ENVIRONMENT.<br/> Advertising Regulation.<br/> Advertising and Society.<br/> Global Marketing and Advertising.<br/><br/> |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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. |
| 530 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE | |
| Additional physical form available note | 1 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | ADVERTISING MANAGEMENT |
| 9 (RLIN) | 16063 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | AAKER, DAVID A |
| 9 (RLIN) | 16064 |
| Personal name | MYERS, JOHN G; |
| 9 (RLIN) | 16065 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Item type | Book |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Checked out | Date last seen | Date last borrowed | Cost, replacement price | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | ON SHELF | 13/02/2015 | Vakratund Book House/ 584/ 5-02-2015 | 449.25 | 2 | 659.1/ BAT/MYE/ 29628 | 11129628 | 19/05/2023 | 19/05/2023 | 19/05/2023 | 599.00 | 13/02/2015 | |||||
| Dewey Decimal Classification | Main Library | Main Library | ON SHELF | 13/02/2015 | Vakratund Book House/ 584/ 5-02-2015 | 449.25 | 1 | 659.1/ BAT/MYE/ 29629 | 11129629 | 07/06/2022 | 11/02/2016 | 599.00 | 13/02/2015 | ||||||
| Dewey Decimal Classification | Main Library | Main Library | ON SHELF | 13/02/2015 | Vakratund Book House/ 584/ 5-02-2015 | 449.25 | 2 | 659.1/ BAT/MYE/ 29630 | 11129630 | 07/06/2022 | 11/02/2016 | 599.00 | 13/02/2015 | ||||||
| Dewey Decimal Classification | Main Library | Main Library | ON SHELF | 13/02/2015 | Vakratund Book House/ 584/ 5-02-2015 | 449.25 | 1 | 659.1/ BAT/MYE/ 29631 | 11129631 | 07/06/2022 | 05/04/2016 | 599.00 | 13/02/2015 | ||||||
| Dewey Decimal Classification | Main Library | Main Library | ON SHELF | 13/02/2015 | Vakratund Book House/ 584/ 5-02-2015 | 449.25 | 2 | 659.1/ BAT/MYE/ 29632 | 11129632 | 07/06/2022 | 05/06/2015 | 599.00 | 13/02/2015 |