Advertising management - Batra, Rajeev; Aaker, David A.; Myers, John G. (New delhi: Prentice-Hall of India Pvt. ltd., 1997)
Keywords: advertising and society; advertising management; advertising regulation; brand feelings; copywriting; creative approaches; decision making; integrated marketing communication; market positioning; media strategy; message strategy; message tactics; objective setting; personality; planning; social norms; testing