Availability: Advertising management | Technische Universität München

Advertising management:

Saved in:

Bibliographic Details
Main Authors:	Batra, Rajeev (Author), Myers, John G. (Author), Aaker, David A. 1938- (Author)
Format:	Book
Language:	English
Published:	London Prentice-Hall Internat. 1996
Edition:	5. ed.
Subjects:	Advertising Publicité - Gestion Reclame Advertising > Management Werbestrategie Verkauf Werbung Management Werbeplanung Marketing
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007332886&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Physical Description:	XIII, 754 S. Ill., graph. Darst.
ISBN:	013520917X

Staff View

MARC


LEADER	00000nam a2200000 c 4500
001	BV010961379
003	DE-604
005	00000000000000.0
007	t\|
008	960923s1996 xx ad\|\| \|\|\|\| 00\|\|\| eng d
020			\|a 013520917X \|9 0-13-520917-X
035			\|a (OCoLC)34850627
035			\|a (DE-599)BVBBV010961379
040			\|a DE-604 \|b ger \|e rakddb
041	0		\|a eng
049			\|a DE-19
082	0		\|a 659.1 \|2 21
100	1		\|a Batra, Rajeev \|e Verfasser \|0 (DE-588)121629791 \|4 aut
245	1	0	\|a Advertising management \|c Rajeev Batra ; John G. Myers ; David A. Aaker
250			\|a 5. ed.
264		1	\|a London \|b Prentice-Hall Internat. \|c 1996
300			\|a XIII, 754 S. \|b Ill., graph. Darst.
336			\|b txt \|2 rdacontent
337			\|b n \|2 rdamedia
338			\|b nc \|2 rdacarrier
650		4	\|a Advertising
650		7	\|a Publicité - Gestion \|2 ram
650		7	\|a Reclame \|2 gtt
650		4	\|a Advertising \|x Management
650	0	7	\|a Werbestrategie \|0 (DE-588)4133682-3 \|2 gnd \|9 rswk-swf
650	0	7	\|a Verkauf \|0 (DE-588)4117346-6 \|2 gnd \|9 rswk-swf
650	0	7	\|a Werbung \|0 (DE-588)4065541-6 \|2 gnd \|9 rswk-swf
650	0	7	\|a Management \|0 (DE-588)4037278-9 \|2 gnd \|9 rswk-swf
650	0	7	\|a Werbeplanung \|0 (DE-588)4130474-3 \|2 gnd \|9 rswk-swf
650	0	7	\|a Marketing \|0 (DE-588)4037589-4 \|2 gnd \|9 rswk-swf
689	0	0	\|a Marketing \|0 (DE-588)4037589-4 \|D s
689	0	1	\|a Verkauf \|0 (DE-588)4117346-6 \|D s
689	0	2	\|a Werbung \|0 (DE-588)4065541-6 \|D s
689	0		\|5 DE-604
689	1	0	\|a Werbung \|0 (DE-588)4065541-6 \|D s
689	1	1	\|a Management \|0 (DE-588)4037278-9 \|D s
689	1	2	\|a Werbestrategie \|0 (DE-588)4133682-3 \|D s
689	1		\|8 1\p \|5 DE-604
689	2	0	\|a Werbeplanung \|0 (DE-588)4130474-3 \|D s
689	2		\|8 2\p \|5 DE-604
700	1		\|a Myers, John G. \|e Verfasser \|4 aut
700	1		\|a Aaker, David A. \|d 1938- \|e Verfasser \|0 (DE-588)123018641 \|4 aut
856	4	2	\|m HBZ Datenaustausch \|q application/pdf \|u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007332886&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA \|3 Inhaltsverzeichnis
883	1		\|8 1\p \|a cgwrk \|d 20201028 \|q DE-101 \|u https://d-nb.info/provenance/plan#cgwrk
883	1		\|8 2\p \|a cgwrk \|d 20201028 \|q DE-101 \|u https://d-nb.info/provenance/plan#cgwrk
943	1		\|a oai:aleph.bib-bvb.de:BVB01-007332886

Record in the Search Index

_version_	1819297734873579520
adam_text	CONTENTS Preface xi PART I INTRODUCTION Chapter 1 The Field of Advertising Management 3 The Advertiser 5 Facilitating Institutions 12 Perspectives on Advertising 32 Summary 34 Discussion Questions 35 Notes 36 Chapter 2 Advertising Planning and Decision Making 38 Planning Framework 39 Marketing Strategy and Situation Analysis 39 The Marketing Plan 44 The Communication and Persuasion Process 45 The Advertising Plan 49 Facilitating Agencies 52 Social, Legal, and Global Factors 53 Summary 54 Discussion Questions 55 Notes 56 Readings What Happened to Advertising? 56 Do You Need Your Ad Agency? 63 j • iV CONTENTS Part II Objective Setting and Market Positioning Chapter 3 integrated Marketing Communications 71 The Role of Advertising within the Marketing Program 72 The Role of Advertising within the Communications Mix 73 Direct or Database Marketing 74 Sales Promotions 81 Other Action Oriented Communications 91 Public Relations 96 Integrating the Different Elements 99 Summary 104 Discussion Questions 105 Notes 106 Chapter 4 Setting Goals and Objectives 108 Function of Objectives 109 Behavioral Dynamics 112 Advertising Response Variables Intervening between Advertising and Action 121 Specifying the Target Segment 129 The DAGMAR Approach 130 Summary 145 Discussion Questions 146 Notes 147 Appendix Regional Brand of Beer 148 Cranberries 149 Diagnostic Case 150 Chapter 5 How Advertising Works: Some Research Results 151 Research Stream One: Focus on Exposure, Salience, and Familiarity 153 Research Stream Two: Low Involvement Learning 155 CONTENTS V Research Stream Three: Central Versus Peripheral Routes to Persuasion and the Elaboration Likelihood Model 157 Research Stream Four: The Cognitive Response Model 163 Research Stream Five: The Relationship between Recall and Persuasion 166 Summary 168 Discussion Questions 169 Notes 170 Chapter 6 Segmentation and Positioning 173 Segmentation Strategy 174 Positioning Strategies 190 Determining the Positioning Strategy 201 Making the Positioning Decision 210 Summary 213 Discussion Questions 214 Notes 215 Part ill Message strategy Chapter 7 Attention and Comprehension 219 Attention 221 From Attention to Recall 235 Attention versus Comprehension 236 Interpretation and Comprehension 237 Summary 243 Discussion Questions 244 Notes 245 Chapter 8 understanding Benefit Based Attitudes 249 Attitude Levels and Components 250 Means Ends and Laddering Analysis 256 Identifying Important Attributes or Benefits 258 Using Multiattribute Attitude Models 264 Vi CONTENTS Segmentation Using Attitude Structure 269 Summary 273 Discussion Questions 274 Notes 275 Appendix New Developments in Conjoint Analysis 277 Chapter 9 Associating Feelings with the Brand 279 When are Feelings More Important? 280 Modeling the Feeling Response to Advertising 286 Transformational Advertising: Transforming the Use Experience 289 What Affects the Intensity of Feelings 292 Attitude toward the Advertisement 293 The Role of Classical Conditioning 296 Specific Feelings Experienced by Audience Members 299 Summary 307 Discussion Questions 310 Notes 311 Chapter 10 Brand Equity, image, and Personality 316 Brand Equity 317 Brand Personality Associations 320 Why Are Brand Personality Associations Important? 324 When Are Brand Personality Associations More Important? 327 Implementing a Brand Personality Strategy 328 Summary 338 Discussion Questions 342 Notes 343 Chapter 11 Group influence and word of Mouth Advertising 345 The Concept of Reference Groups 346 Nature of Reference Group Influences on Brand Choice 347 CONTENTS Vil Factors Influencing the Degree of Group Influence 349 Informational Influence: Word of Mouth and Diffusion Processes 351 Normative Influence: How Ads Can Give Brands Cultural Meaning 358 Summary 360 Discussion Questions 361 Notes 362 Cases Seven up 364 Canada Packers: Tenderflake 365 Reading High Performance Marketing: An interview with Nike s Phil Knight 374 PART IV MESSAGE TACTICS Chapter 12 Creative Approaches 389 Rational Creative Approaches 390 Emotional Creative Approaches 400 Using an Endorser 401 Distraction Effects 408 Summary 409 Discussion Questions 410 Notes 411 Chapter 13 The Art of Copy writing 414 The Creative Process: Coming up with an Idea 415 Copywriting 421 Illustrating 435 Layout 436 Types of Television Commercials 437 Creative Styles 439 Is Execution More Important Than Content? 456 Summary 458 Discussion Questions and Exercises 458 Notes 459 Vili CONTENTS Chapter 14 Advertising Copy Testing and Diagnosis 462 Copy Testing Strategy 463 Diagnostic Copy Tests 476 Tracking Studies 480 Selecting Copy Tests: Validity and Reliability 482 Example of a Copy Test Report 489 Summary 489 Discussion Questions 491 Notes 492 Appendix Notes on Four Copy Testing services 496 Chapter 15 Production and implementation 500 The Advertising Production Process 500 A Model of the Creation and Production Process 501 The Client Agency Relationship 515 Summary 521 Discussion Questions 522 Notes 522 Reading in Advertising, What Distinguishes a Great Client? 523 Cases Perdue Food 527 Levi Strauss Co. 533 Part V Media Strategy and Tactics Chapter 16 Media Strategy: Setting Media Budgets 541 Economic Analysis in Setting and Allocating Budgets 548 Simple but Questionable Budgeting Decision Rules 551 Marketing Experimentation and Budgeting 555 Regression Analysis for Budgeting 564 Studies of Optimal Repetition Frequency 568 Summary 574 Discussion Questions 575 CONTENTS IX Appendix A Model of Adaptive Control 579 Chapter 17 Media Tactics: Allocating Media Budgets 582 Media Class Decisions 584 Media Vehicle Decisions 586 Media Option Decisions 604 Scheduling and Timing Decisions 606 Creativity in Media Planning 609 Media Buying and Organization 609 The Media Plan for the Broilers 611 Summary 613 Discussion Questions 613 Notes 614 Reading Checking In at Checkerboard Square, 617 Appendix Sources of Media Data G21 PART VI THE BROADER ENVIRONMENT Chapter 18 Advertising Regulation 641 History of Federal Regulation of Advertising 642 What is Deceptive Advertising? 643 Determining Deception Using Advertising Research 654 Remedies 657 Competitor Lawsuits 660 Self Regulation 660 Summary 661 Discussion Questions 662 Notes 664 Chapter 19 Advertising and Society 668 A Structuring of the Issues 668 Nature and Content of Advertising 669 Effects on Values and Lifestyles 679 Economic Effects of Advertising 691 X CONTENTS Remedies 699 Summary 700 Discussion Questions 702 Notes 704 Chapter 20 Global Marketing and Advertising 711 The Globalization of Markets 711 Global Production and Marketing: The Argument for Globalization 713 Persisting Cultural Differences: The Argument for Localization 713 Cross National Differences in Culture and Consumer Behavior 715 Global Consumer Segments 717 Seeking a Balance: Planning Globally but Acting Locally 719 Global Branding and Positioning 720 Global Advertising 721 Message Strategy 722 Message Tactics 724 Media Strategy 726 Media Tactics 727 Organizing for Global Advertising 728 Summary 730 Discussion Questions 730 Notes 730 Reading A Blueprint for Campaigns that Travel Around the world 733 index 739
any_adam_object	1
author	Batra, Rajeev Myers, John G. Aaker, David A. 1938-
author_GND	(DE-588)121629791 (DE-588)123018641
author_facet	Batra, Rajeev Myers, John G. Aaker, David A. 1938-
author_role	aut aut aut
author_sort	Batra, Rajeev
author_variant	r b rb j g m jg jgm d a a da daa
building	Verbundindex
bvnumber	BV010961379
ctrlnum	(OCoLC)34850627 (DE-599)BVBBV010961379
dewey-full	659.1
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	659 - Advertising and public relations
dewey-raw	659.1
dewey-search	659.1
dewey-sort	3659.1
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	5. ed.
format	Book
fullrecord	<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02265nam a2200577 c 4500</leader><controlfield tag="001">BV010961379</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t\|</controlfield><controlfield tag="008">960923s1996 xx ad\|\| \|\|\|\| 00\|\|\| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">013520917X</subfield><subfield code="9">0-13-520917-X</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)34850627</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV010961379</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-19</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.1</subfield><subfield code="2">21</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Batra, Rajeev</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)121629791</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Advertising management</subfield><subfield code="c">Rajeev Batra ; John G. Myers ; David A. Aaker</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">5. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London</subfield><subfield code="b">Prentice-Hall Internat.</subfield><subfield code="c">1996</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XIII, 754 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Publicité - Gestion</subfield><subfield code="2">ram</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Reclame</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbestrategie</subfield><subfield code="0">(DE-588)4133682-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Verkauf</subfield><subfield code="0">(DE-588)4117346-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Management</subfield><subfield code="0">(DE-588)4037278-9</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbeplanung</subfield><subfield code="0">(DE-588)4130474-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Verkauf</subfield><subfield code="0">(DE-588)4117346-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Management</subfield><subfield code="0">(DE-588)4037278-9</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="2"><subfield code="a">Werbestrategie</subfield><subfield code="0">(DE-588)4133682-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="2" ind2="0"><subfield code="a">Werbeplanung</subfield><subfield code="0">(DE-588)4130474-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="2" ind2=" "><subfield code="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Myers, John G.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Aaker, David A.</subfield><subfield code="d">1938-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)123018641</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007332886&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-007332886</subfield></datafield></record></collection>
id	DE-604.BV010961379
illustrated	Illustrated
indexdate	2024-12-20T10:03:54Z
institution	BVB
isbn	013520917X
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-007332886
oclc_num	34850627
open_access_boolean
owner	DE-19 DE-BY-UBM
owner_facet	DE-19 DE-BY-UBM
physical	XIII, 754 S. Ill., graph. Darst.
publishDate	1996
publishDateSearch	1996
publishDateSort	1996
publisher	Prentice-Hall Internat.
record_format	marc
spellingShingle	Batra, Rajeev Myers, John G. Aaker, David A. 1938- Advertising management Advertising Publicité - Gestion ram Reclame gtt Advertising Management Werbestrategie (DE-588)4133682-3 gnd Verkauf (DE-588)4117346-6 gnd Werbung (DE-588)4065541-6 gnd Management (DE-588)4037278-9 gnd Werbeplanung (DE-588)4130474-3 gnd Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4133682-3 (DE-588)4117346-6 (DE-588)4065541-6 (DE-588)4037278-9 (DE-588)4130474-3 (DE-588)4037589-4
title	Advertising management
title_auth	Advertising management
title_exact_search	Advertising management
title_full	Advertising management Rajeev Batra ; John G. Myers ; David A. Aaker
title_fullStr	Advertising management Rajeev Batra ; John G. Myers ; David A. Aaker
title_full_unstemmed	Advertising management Rajeev Batra ; John G. Myers ; David A. Aaker
title_short	Advertising management
title_sort	advertising management
topic	Advertising Publicité - Gestion ram Reclame gtt Advertising Management Werbestrategie (DE-588)4133682-3 gnd Verkauf (DE-588)4117346-6 gnd Werbung (DE-588)4065541-6 gnd Management (DE-588)4037278-9 gnd Werbeplanung (DE-588)4130474-3 gnd Marketing (DE-588)4037589-4 gnd
topic_facet	Advertising Publicité - Gestion Reclame Advertising Management Werbestrategie Verkauf Werbung Management Werbeplanung Marketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007332886&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT batrarajeev advertisingmanagement AT myersjohng advertisingmanagement AT aakerdavida advertisingmanagement

Availability

‌

Order via interlibrary loan Table of Contents