Advertising Management (Record no. 41431)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02287nam a2200205Ia 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20160502203343.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 160223s2006 xx 000 0 und d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 978-81-775-8850-7 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Item number | Bat/Mye/Aak |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | "Batra, Rajeev ; Myers, Jihn C. and Aaker David" |
| 9 (RLIN) | 22153 |
| 245 ## - TITLE STATEMENT | |
| Title | Advertising Management |
| Statement of responsibility, etc | Batra, Rajeev |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 5 |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | Delhi |
| Name of publisher, distributor, etc | Pearson education |
| Date of publication, distribution, etc | 2006 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 768 p. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Table of Content<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. |
| 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. Salient Features<br/>NEW—features many new chapters as well as new material in existing chapters.<br/>includes Cases, Readings, Exercises and Discussion Questions.<br/>complete coverage of goal setting framework, positioning and segmentation, message strategy, message tactics, media strategy and media tactics. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising |
| 9 (RLIN) | 22154 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 23/02/2016 | Vakratund Book House | 599.00 | 659.1/BAT/MYE/30887 | 11130887 | 07/06/2022 | 23/02/2016 |