TY  - BOOK
AU  - Batra, Rajeev
AU  - Aaker, David A.
AU  - Myers, John G.
TI  - Advertising management
SN  - 8120312198
U1  - 659.1 
PY  - 1997///
CY  - New delhi: 
PB  - Prentice-Hall of India Pvt. ltd.
KW  - advertising and society
KW  - advertising management
KW  - advertising regulation
KW  - brand feelings
KW  - copywriting
KW  - creative approaches
KW  - decision making
KW  - integrated marketing communication
KW  - market positioning
KW  - media strategy
KW  - message strategy
KW  - message tactics
KW  - objective setting
KW  - personality
KW  - planning
KW  - social norms
KW  - testing
ER  -