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| Preface | ||
| Ch. 1 | The Field of Advertising Management | 3 |
| Ch. 2 | Advertising Planning and Decision Making | 38 |
| Readings: "What Happened to Advertising?" | 56 | |
| Readings: "Do You Need Your Ad Agency?" | 63 | |
| Ch. 3 | Integrated Marketing Communications | 71 |
| Ch. 4 | Setting Goals and Objectives | 108 |
| Appendix: Regional Brand of Beer | 148 | |
| Cranberries | 149 | |
| Diagnostic Case | 150 | |
| Ch. 5 | How Advertising Works: Some Research Results | 151 |
| Ch. 6 | Segmentation and Positioning | 173 |
| Ch. 7 | Attention and Comprehension | 219 |
| Ch. 8 | Understanding Benefit-Based Attitudes | 249 |
| Appendix: New Developments in Conjoint Analysis | 277 | |
| Ch. 9 | Associating Feelings with the Brand | 279 |
| Ch. 10 | Brand Equity, Image, and Personality | 316 |
| Ch. 11 | Group Influence and Word-of-Mouth Advertising | 345 |
| Cases: Seven-up | 364 | |
| Cases: Canada Packers: Tenderflake | 365 | |
| Reading: "High Performance Marketing: An Interview with Nike's Phil Knight" | 374 | |
| Ch. 12 | Creative Approaches | 389 |
| Ch. 13 | The Art of Copywriting | 414 |
| Ch. 14 | Advertising Copy Testing and Diagnosis | 462 |
| Appendix: Notes on Four Copy-Testing Services | 496 | |
| Ch. 15 | Production and Implementation | 500 |
| Reading: "In Advertising, What Distinguishes a Great Client?" | 523 | |
| Cases: Perdue Food | 527 | |
| Cases: Levi Strauss & Co. | 533 | |
| Ch. 16 | Media Strategy: Setting Media Budgets | 541 |
| Appendix: A Model of Adaptive Control | 579 | |
| Ch. 17 | Media Tactics: Allocating Media Budgets | 582 |
| Reading: "Checking in at Checkerboard Square" | 617 | |
| Appendix: Sources of Media Data | 627 | |
| Ch. 18 | Advertising Regulation | 641 |
| Ch. 19 | Advertising and Society | 668 |
| Ch. 20 | Global Marketing and Advertising | 711 |
| Reading: "A Blueprint for Campaigns that Travel Around the World" | 733 | |
| Index | 739 |
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| $99.99 | Digital |
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Add Advertising Management, Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions—in the order in which they must be made—involved in the development and execution of an advertising campaign. The Fifth Edition has, Advertising Management to the inventory that you are selling on WonderClubX
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Add Advertising Management, Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions—in the order in which they must be made—involved in the development and execution of an advertising campaign. The Fifth Edition has, Advertising Management to your collection on WonderClub |