The Fifth Edition provides a perfect blend of state-of-the-arttheory with current management practice and has been updated, toinclude current research and readings. The overriding objective ofthe book is to provide an approach to the management of advertisingthat is sophisticated, thoughtful, and state-of-the-art, whilebeing practical and relevant to real-world advertising planning, decision making, and control. The book draws on and attempts tointegrate three related disciplines: the behavioral sciences, marketing and advertising research, and management science.
- NEW?features many new chapters as well as new material in existing chapters.
- includes Cases, Readings, Exercises and Discussion Questions.
- complete coverage of goal setting framework, positioning and segmentation, message strategy, message tactics, media strategy and media tactics.
