Advertising Management: International Edition - Softcover

Batra, Rajeev; Myers, John G.; Aaker, David A.

Softcover

ISBN 10: 013520917X ISBN 13: 9780135209172

Publisher: Pearson, 1995

Synopsis

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.

About this title

Product 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.

Synopsis

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.

Edition details

• Publisher: Pearson
• Publication date: 1995
• Language: English
• ISBN 10: 013520917X
• ISBN 13: 9780135209172
• Binding: Paperback
• Edition number: 5
• Number of pages: 754