Table of Content

INTRODUCTION.
The Field of Advertising Management.
Advertising Planning and Decision Making.
OBJECTIVE SETTING AND MARKET POSITIONING.
Integrated Marketing Communications.
Setting Goals and Objectives.
How Advertising Works: Some Research Results.
Segmentation and Positioning.
MESSAGE STRATEGY.
Attention and Comprehension.
Understanding Benefit-Based Attitudes.
Associating Feelings with the Brand.
Brand Equity, Image and Personality.
Group Influence and Word-of-Mouth Advertising.
MESSAGE TACTICS.
Creative Approaches.
The Art of Copywriting.
Advertising Copy Testing and Diagnosis.
Production and Implementation.
MEDIA STRATEGY AND TACTICS.
Media Strategy: Setting Media Budgets.
Media Tactics: Allocating Media Budgets.
THE BROADER ENVIRONMENT.
Advertising Regulation.
Advertising and Society.
Global Marketing and Advertising.

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.

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