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Advertising management

Author: David A Aaker; John G Myers
Publisher: Englewood Cliffs, N.J. : Prentice-Hall, [1975]
Series: Prentice-Hall international series in management.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
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Additional Physical Format: Online version:
Aaker, David A.
Advertising management.
Englewood Cliffs, N.J. : Prentice-Hall, [1975]
(OCoLC)899942654
Document Type: Book
All Authors / Contributors: David A Aaker; John G Myers
ISBN: 0130159743 9780130159748
OCLC Number: 1177143
Description: xvi, 612 pages : illustrations ; 24 cm.
Contents: Part 1: Introduction --
The field of advertising management --
Advertising decisions --
The budget decision --
Part 2: Objective setting and market positioning --
Setting advertising objectives --
Image and competitive position --
Attitude and market structure --
Precipitating action: behavioral objectives --
Part 3: Communications, persuasion, and market processes --
Communication systems --
The perception process --
Learning and attitude change --
Diffusion and personal influence --
Part 4: Copy decisions --
Copy strategy and creative styles --
Budgeting and copy research --
Part 5: Media decisions --
Media models --
Media research --
Part 6: Economic, social and legal constraints --
The social and economic effects of advertising --
Advertising regulation.
Series Title: Prentice-Hall international series in management.
Responsibility: David A. Aaker, John G. Myers.

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