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|a HCCL
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|a 659.1
|b BAA
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| 100 |
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|a Batra,Rajeev
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| 245 |
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|a Advertising Management
|c by Rajeev Batra,John C.Myers and David A,Aaker
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| 250 |
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|a 5th ed
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| 260 |
|
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|a Delhi
|b Pearson Education (Singapore) Pte.Ltd.
|c 2004
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| 300 |
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|a xiv,754p.
|b 24.5c.m.
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| 500 |
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|a Includes index.
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| 505 |
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|a Pt:1 Introduction Ch.1 The Field of Advertising Management Ch.2 Advertising Planning and Decision Making Pt:2 Objective Setting and Market Positioning Ch.3 Integrated Marketing Communications Ch.4 Setting goals and objectives Ch.5 How Advertising works: Some Research Results Ch.6 Segmentation and Positioning Pt:.3 Message Strategy Ch.7 Attention and Comprehension Ch.8 Understanding Benefit-Based Attitudes Ch.9 Associating Feelings with the Brand Ch.10 Brand Equity, Image, and Personality Ch.11 Group Influence and Word-of-Mouth Advertising Pt: 4 Message Tactics Ch.12 Creative Approaches Ch.13 The Art of Copywriting Ch.14 Advertising Copy Testing and Diagnosis Ch.15 Production and Implementation Pt.5 Media Strategy and Tactics Ch.16 Media Strategy: Setting Media Budgets Ch.17 Media Tactics: Allocating Media Budgets Pt.6 Broader Environment Ch.18 Advertising Regulation Ch.19 Advertising and Society Ch.20 Global Marketing and Advertising
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| 650 |
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|a Management
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| 650 |
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|a Advertising Management
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| 700 |
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|a Myers,John G.
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| 700 |
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|a Aaker,David A.
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| 942 |
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|c BK
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| 997 |
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|c KohaHCC.1198
|d 1198
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|a Heramba Chandra College
|c http://199.247.15.162:8000/cgi-bin/koha/opac-detail.pl?biblionumber=1198
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