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| Advertising Management, Fifth Edition | By Rajeev Batra, John G. Myers and David A. Aaker |
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Upper Saddle River, NJ: Prentice Hall, 1996
ISBN 0-13-305715-1 Order from Amazon Books If you order from Amazon through this site, a percentage of the sale will be given to the marketing group to support academic research. |
Advertising is a fascinating subject—"the most fun you can have with your pants on," as Jerry Della Femina once said.
Yet it is also perhaps the aspect of marketing where it is most difficult to know for sure what "works," and thus to improve the productivity with which budgets are spent. This book is written with the objective of giving students and practitioners alike the framework and knowledge with which to make more effective advertising decisions, and to communicate some of the excitement and vitality that characterizes the advertising business. Towards this end, the book tries to pull together what we currently know about how advertising "works," and to draw lessons from that knowledge for better advertising decision-making.