Advertising management (Record no. 2145)
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000 -LEADER | |
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fixed length control field | 02044nam a22002297a 4500 |
005 - DATE AND TIME OF LATEST TRANSACTION | |
control field | 20220301120728.0 |
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
fixed length control field | 220301b ||||| |||| 00| 0 eng d |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
International Standard Book Number | 9788177588507 |
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
Classification number | 659.1 |
Item number | BAT |
100 ## - MAIN ENTRY--PERSONAL NAME | |
Personal name | Batra, Rajeev |
245 ## - TITLE STATEMENT | |
Title | Advertising management |
250 ## - EDITION STATEMENT | |
Edition statement | 5th |
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
Name of publisher, distributor, etc. | Pearson India Education Services Pvt. Ltd. |
Place of publication, distribution, etc. | New Delhi |
Date of publication, distribution, etc. | 2022 |
300 ## - PHYSICAL DESCRIPTION | |
Extent | 768 p. |
365 ## - TRADE PRICE | |
Price type code | INR |
Price amount | 750.00 |
504 ## - BIBLIOGRAPHY, ETC. NOTE | |
Bibliography, etc. 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. |
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
Topical term or geographic name as entry element | Advertising--Management |
700 ## - ADDED ENTRY--PERSONAL NAME | |
Personal name | Myers, John G. |
700 ## - ADDED ENTRY--PERSONAL NAME | |
Personal name | Aaker, David A. |
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 | Collection code | Bill No | Bill Date | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Accession Number | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type |
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Dewey Decimal Classification | Marketing | TB5392 | 15-02-2022 | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 03/01/2022 | Technical Bureau India Pvt. Ltd. | 525.00 | 659.1 BAT | 002022 | 03/01/2022 | 1 | 750.00 | 03/01/2022 | Book |