Advertising Management (Fifth Edition)

Author: Regi V. Bhatia et al.
Publisher:
Publish Date: 1998-09-19
Features: This book is divided into six major parts. The first part describes the various advertising agencies involved in the advertising industry and the advertising process; the second part focuses on the determination of advertising objectives within the broad context of integrated marketing communication, explaining existing knowledge about "how advertising works," as well as the concepts of market segmentation and market positioning. The third part examines interrelated aspects of information strategy. The fourth part discusses tactical issues related to implementing information strategy. The fifth part covers media strategy and media tactics. Finally, the sixth part takes readers back to the broader external environment, examining regulatory restrictions and social impacts, as well as the contextual issues of global marketing.