One of the most comprehensive books on Advertising Management. The topics have been covered in details and can provide guide to students who are not. Part I Advertising Management Fundamentals. 1. Part II Advertising Financial Matters. Part III Advertising Business Plans. Part IV Advertising Planning. Prentice Hall, - Advertising - pages Strategy, he has published more than ninety articles and eleven books, including "Strategic Market Management.
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Prentice-Hall, - Advertising - pages more than ninety articles and eleven books, including "Strategic Market Management, Managing Brand Equity, . This Is An Ideal And Most Comprehensive Textbook Presenting An Integrated Approach To The Principles, Concepts And The Cases In Advertising. of Brand Personality Tangible aspects of the Brand. and Commercialization of Public Space Socioissues. Creative Strategy and Execution.
How Advertising Works: Some Research Results.
Segmentation and Positioning. Attention and Comprehension. Understanding Benefit-Based Attitudes. Associating Feelings with the Brand.
Brand Equity, Image and Personality. Group Influence and Word-of-Mouth Advertising.
ISBN 13: 9788126903733
Creative Approaches. The Art of Copywriting. Advertising Copy Testing and Diagnosis. Production and Implementation. Media Strategy: Setting Media Budgets.
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Read more. Measuring Advertising Effectiveness; Hours of Play: The book explores the core concepts of advertising management explained through numerous examples and case studies. Author s : Dr.
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