Advertising management
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| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice-Hall
1996
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| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1819721889300348928 |
|---|---|
| adam_text | ADVERTISING MANAGEMENT FIFTH EDITION RAJEEV BATRA UNIVERSITY OF MICHIGAN
JOHN G. MYERS UNIVERSITY OF CAIIFORNIA AT BERKELEY DAVID A. AAKER
UNIVERSITY OF CALIFORNIA AT BERKELEY PRENTICE HALL INTERNATIONAL, INC.
GO NT E N TS PREFACE XI PARTI CHAPTER 1 CHAPTER 2 READINGS INTRODUCTION
THE FIELD OF ADVERTISING MANAGEMENT THE ADVERTISER FACILITATING
INSTITUTIONS PERSPECTIVES ON ADVERTISING SUMMARY DISCUSSION QUESTIONS
NOTES ADVERTISING PLANNING AND DECISION MAKING PLANNING FRAMEWORK
MARKETING STRATEGY AND SITUATION ANALYSIS THE MARKETING PLAN THE
COMMUNICATION AND PERSUASION PROCESS THE ADVERTISING PLAN FACILITATING
AGENCIES SOCIAL, LEGAL, AND GLOBAL FACTORS SUMMARY DISCUSSION QUESTIONS
NOTES WHAT HAPPENED TO ADVERTISING? DO YOU NEED YOUR AD AAENCV? 3 5
12 32 34 35 36 38 39 39 44 45 49 52 53 54 55 56 56 63 .HI IV CONTENTS
PART II CHAPTER 3 CHAPTER 4 APPENDIX CHAPTER 5 OBJECTIVE SETTING AND
MARKET POSITIONING 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 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 REGIONAL BRAND OF BEER 148 CRANBERRIES 149 DIAGNOSTIC CASE 150
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 RESEARCH STREAM THREE: CENTRAL
VERSUS PERIPHERAL ROUTES TO PERSUASION AND THE ELABORATION LIKELIHOOD
MODEL RESEARCH STREAM FOUR: THE COGNITIVE RESPONSE MODEL RESEARCH STREAM
FIVE: THE RELATIONSHIP BETWEEN 157 163 CHAPTER 6 PART ILL CHAPTER 7
CHAPTER 8 RECALL AND PERSUASION SUMMARY DISCUSSION QUESTIONS NOTES
SEGMENTATION AND POSITIONING SEGMENTATION STRATEGY POSITIONING
STRATEGIES DETERMINING THE POSITIONING STRATEGY MAKING THE POSITIONING
DECISION SUMMARY DISCUSSION QUESTIONS NOTES MESSAGE STRATEGY ATTENTION
AND COMPREHENSION ATTENTION FROM ATTENTION TO RECALL ATTENTION VERSUS
COMPREHENSION INTERPRETATION AND COMPREHENSION SUMMARY DISCUSSION
QUESTIONS NOTES UNDERSTANDING BENEFIT-BASED ATTITUDES ATTITUDE LEVELS
AND COMPONENTS MEANS-ENDS AND LADDERING ANALYSIS IDENTIFYING IMPORTANT
ATTRIBUTES OR BENEFITS USING MULTIATTRIBUTE ATTITUDE MODELS 166 168 169
170 173 174 190 201 210 213 214 215 219 221 235 236 237 243 244 245 249
250 256 258 264 VI CONTENTS APPENDIX CHAPTER 9 SEGMENTATION USING
ATTITUDE STRUCTURE SUMMARY DISCUSSION QUESTIONS NOTES NEW DEVELOPMENTS
IN CONJOINT ANALYSIS ASSOCIATING FEELINGS WITH THE BRAND WHEN ARE
FEELINGS MORE IMPORTANT? MODELING THE FEELING RESPONSE TO ADVERTISING
TRANSFORMATIONAL ADVERTISING: TRANSFORMING THE USE EXPERIENCE WHAT
AFFECTS THE INTENSITY OF FEELINGS ATTITUDE TOWARD THE ADVERTISEMENT THE
ROLE OF CLASSICAL CONDITIONING SPECIFIC FEELINGS EXPERIENCED BY AUDIENCE
MEMBERS SUMMARY DISCUSSION QUESTIONS NOTES 269 273 274 275 277 279 280
286 289 292 293 296 299 307 310 311 CHAPTER 10 CHAPTER 11 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 GROUP INFLUENCE AND WORD-OF-MOUTH ADVERTISING 345 THE CONCEPT
OF REFERENCE GROUPS 346 NATURE OF REFERENCE GROUP INFLUENCES ON BRAND
CHOICE 347 CONTENTS VII CASES READING PART IV CHAPTER 12 FACTORS
INFLUENCING THE DEGREE OF GROUP INFLUENCE INFORMATIONAL INFLUENCE:
WORD-OF-MOUTH AND DIFFUSION PROCESSES NORMATIVE INFLUENCE: HOW ADS CAN
GIVE BRANDS CULTURAL MEANING SUMMARY DISCUSSION QUESTIONS NOTES SEVEN-UP
CANADA PACKERS: TENDERFLAKE HIGH PERFORMANCE MARKETING: AN INTERVIEW
WITH NIKE S PHIL KNIGHT MESSAGE TACTICS CREATIVE APPROACHES 349 351 358
360 361 362 364 365 374 389 CHAPTER 13 RATIONAL CREATIVE APPROACHES
EMOTIONAL CREATIVE APPROACHES USING AN ENDORSER DISTRACTION EFFECTS
SUMMARY DISCUSSION QUESTIONS NOTES THE ART OF COPYWRITING THE CREATIVE
PROCESS: COMING UP WITH AN IDEA COPYWRITING ILLUSTRATING LAYOUT TYPES OF
TELEVISION COMMERCIALS CREATIVE STYLES IS EXECUTION MORE IMPORTANT THAN
CONTENT? SUMMARY DISCUSSION QUESTIONS AND EXERCISES NOTES 390 400 401
408 409 410 411 414 415 421 435 436 437 439 456 458 458 459 VIII
CONTENTS CHAPTER 14 ADVERTISING COPY TESTING AND DIAGNOSIS 462 APPENDIX
CHAPTER 15 READING CASES PARTV CHAPTER 16 COPY-TESTING STRATEGY
DIAGNOSTIC COPY TESTS TRACKING STUDIES SELECTING COPY TESTS: VALIDITY
AND RELIABILITY EXAMPLE OF A COPY-TEST REPORT SUMMARY DISCUSSION
QUESTIONS NOTES NOTES ON FOUR COPY-TESTING SERVICES PRODUCTION AND
IMPLEMENTATION THE ADVERTISING PRODUCTION PROCESS A MODEL OF THE
CREATION AND PRODUCTION PROCESS THE CLIENT-AGENCY RELATIONSHIP SUMMARY
DISCUSSION QUESTIONS NOTES IN ADVERTISING, WHAT DISTINGUISHES A GREAT
CLIENT? PERDUE FOOD LEVI STRAUSS & CO. MEDIA STRATEGY AND TACTICS MEDIA
STRATEGY: SETTING MEDIA BUDGETS 463 476 480 482 489 489 491 492 496 500
500 501 515 521 522 522 523 527 533 541 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 NOTES 576 CONTENTS IX APPENDIX CHAPTER 17
READING APPENDIX PART VI CHAPTER 18 CHAPTER 19 A MODEL OF ADAPTIVE
CONTROL MEDIA TACTICS: ALLOCATING MEDIA BUDGETS MEDIA CLASS DECISIONS
MEDIA VEHICLE DECISIONS MEDIA OPTION DECISIONS SCHEDULING AND TIMING
DECISIONS CREATIVITY IN MEDIA PLANNING MEDIA BUYING AND ORGANIZATION THE
MEDIA PLAN FOR THE BROILERS SUMMARY DISCUSSION QUESTIONS NOTES CHECKING
IN AT CHECKERBOARD SQUARE, SOURCES OF MEDIA DATA THE BROADER
ENVIRONMENT ADVERTISING REGULATION HISTORY OF FEDERAL REGULATION OF
ADVERTISING WHAT IS DECEPTIVE ADVERTISING? DETERMINING DECEPTION USING
ADVERTISING RESEARCH REMEDIES COMPETITOR LAWSUITS SELF-REGULATION
SUMMARY DISCUSSION QUESTIONS NOTES ADVERTISING AND SOCIETY A STRUCTURING
OF THE ISSUES NATURE AND CONTENT OF ADVERTISING EFFECTS ON VALUES AND
LIFESTYLES ECONOMIC EFFECTS OF ADVERTISING ADVERTISING AND COMDETITION
579 582 584 586 604 606 609 609 611 613 613 614 617 627 641 642 643 654
657 660 660 661 662 664 668 668 669 679 691 693 X CONTENTS CHAPTER 20
READING INDEX REMEDIES SUMMARY DISCUSSION QUESTIONS NOTES GLOBAL
MARKETING AND ADVERTISING THE GLOBALIZATION OF MARKETS GLOBAL PRODUCTION
AND MARKETING: THE ARGUMENT FOR GLOBALIZATION PERSISTING CULTURAL
DIFFERENCES: THE ARGUMENT FOR LOCALIZATION CROSS-NATIONAL DIFFERENCES IN
CULTURE AND CONSUMER BEHAVIOR GLOBAL CONSUMER SEGMENTS SEEKING A
BALANCE: PLANNING GLOBALLY BUT ACTING LOCALLY GLOBAL BRANDING AND
POSITIONING GLOBAL ADVERTISING MESSAGE STRATEGY MESSAGE TACTICS MEDIA
STRATEGY MEDIA TACTICS ORGANIZING FOR GLOBAL ADVERTISING SUMMARY
DISCUSSION QUESTIONS NOTES A BLUEPRINT FOR CAMPAIGNS THAT TRAVEL AROUND
THE WORLD 699 700 702 704 711 711 713 713 715 717 719 720 721 722 724
726 727 728 730 730 730 733 739
|
| any_adam_object | 1 |
| author | Batra, Rajeev |
| author_GND | (DE-588)121629791 (DE-588)123018641 |
| author_facet | Batra, Rajeev |
| author_role | aut |
| author_sort | Batra, Rajeev |
| author_variant | r b rb |
| building | Verbundindex |
| bvnumber | BV024029687 |
| ctrlnum | (OCoLC)299829698 (DE-599)BVBBV024029687 |
| 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 |
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| id | DE-604.BV024029687 |
| illustrated | Illustrated |
| indexdate | 2024-12-23T22:21:54Z |
| institution | BVB |
| isbn | 0133057151 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017898851 |
| oclc_num | 299829698 |
| open_access_boolean | |
| owner | DE-B170 DE-634 DE-188 |
| owner_facet | DE-B170 DE-634 DE-188 |
| physical | XIII, 754 S. Ill., graph. Darst. |
| publishDate | 1996 |
| publishDateSearch | 1996 |
| publishDateSort | 1996 |
| publisher | Prentice-Hall |
| record_format | marc |
| spellingShingle | Batra, Rajeev Advertising management Werbestrategie (DE-588)4133682-3 gnd Marketing (DE-588)4037589-4 gnd Werbung (DE-588)4065541-6 gnd Management (DE-588)4037278-9 gnd Verkauf (DE-588)4117346-6 gnd Werbeplanung (DE-588)4130474-3 gnd |
| subject_GND | (DE-588)4133682-3 (DE-588)4037589-4 (DE-588)4065541-6 (DE-588)4037278-9 (DE-588)4117346-6 (DE-588)4130474-3 |
| title | Advertising management |
| title_auth | Advertising management |
| title_exact_search | Advertising management |
| title_full | Advertising management |
| title_fullStr | Advertising management |
| title_full_unstemmed | Advertising management |
| title_short | Advertising management |
| title_sort | advertising management |
| topic | Werbestrategie (DE-588)4133682-3 gnd Marketing (DE-588)4037589-4 gnd Werbung (DE-588)4065541-6 gnd Management (DE-588)4037278-9 gnd Verkauf (DE-588)4117346-6 gnd Werbeplanung (DE-588)4130474-3 gnd |
| topic_facet | Werbestrategie Marketing Werbung Management Verkauf Werbeplanung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017898851&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT batrarajeev advertisingmanagement AT myersjohng advertisingmanagement AT aakerdavida advertisingmanagement |