Advertising management / Rajeev Batra, John G. Myers, David A. Aaker.

Table of Contents

Ch. 1. The Field of Advertising Management
Ch. 2. Advertising Planning and Decision Making
Readings: "What Happened to Advertising?"
Readings: "Do You Need Your Ad Agency?"
Ch. 3. Integrated Marketing Communications
Ch. 4. Setting Goals and Objectives
Ch. 5. How Advertising Works: Some Research Results
Ch. 6. Segmentation and Positioning
Ch. 7. Attention and Comprehension
Ch. 8. Understanding Benefit-Based Attitudes
Appendix: New Developments in Conjoint Analysis
Ch. 9. Associating Feelings with the Brand
Ch. 10. Brand Equity, Image, and Personality
Ch. 11. Group Influence and Word-of-Mouth Advertising
Cases: Seven-up
Cases: Canada Packers: Tenderflake
Reading: "High Performance Marketing: An Interview with Nike's Phil Knight"
Ch. 12. Creative Approaches
Ch. 13. The Art of Copywriting
Ch. 14. Advertising Copy Testing and Diagnosis. Appendix: Notes on Four Copy-Testing Services
Ch. 15. Production and Implementation
Reading: "In Advertising, What Distinguishes a Great Client?"
Cases: Perdue Food
Cases: Levi Strauss & Co
Ch. 16. Media Strategy: Setting Media Budgets
Appendix: A Model of Adaptive Control
Ch. 17. Media Tactics: Allocating Media Budgets
Reading: "Checking in at Checkerboard Square"
Appendix: Sources of Media Data
Ch. 18. Advertising Regulation
Ch. 19. Advertising and Society
Ch. 20. Global Marketing and Advertising
Reading: "A Blueprint for Campaigns that Travel Around the World

Includes index