BATRA, RAJEEV , MYERS, JOHN G creator text PEARSON monographic . INTRODUCTION The Field of Advertising Management The Advertiser Facilitating Institutions Perspectives on Advertising 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 "What Happened to Advertising?" "Do You Need Your Ad Agency?" Objective Setting and Market Positioning Integrated Marketing Communications The Role of Advertising within the Marketing Program The Role of Advertising within the "Communications Mix" Direct or Database Marketing Sales Promotions Other Action-Oriented Communications Public Relations Integrating the Different Elements Summary Discussion Questions Notes Setting Goals and Objectives Function of Objectives Behavioral Dynamics Advertising Response Variables Intervening between Advertising and Action Specifying the Target Segment The DAGMAR Approach Regional Brand of Beer Cranberries Diagnostic Case How Advertising Works: Some Research Results Research Stream One: Focus on Exposure, Salience, and Familiarity Research Stream Two: Low-Involvement Learning 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 Recall and Persuasion Segmentation and Positioning Segmentation Strategy Positioning Strategies Determining the Positioning Strategy Making the Positioning Decision Message Strategy. Attention From Attention to Recall Attention versus Comprehension Interpretation and Comprehension Understanding Benefit-Based Attitudes Attitude Levels and Components Means-Ends and Laddering Analysis Identifying Important Attributes or Benefits Using Multi attribute Attitude Models 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 it -- Brand Equity, Image, and Personality Brand Equity Brand Personality Associations Why Are Brand Personality Associations Important? When Are Brand Personality Associations More Important? Implementing a Brand PersOnality Strategy Summary Discussion Questions Notes Group Influence and Word-of-Mouth Advertising The Concept of Reference Groups Nature of Reference Group Influences on Brand Choice. Advertising Copy Testing and Diagnosis Copy-Testing Strategy Diagnostic Copy Tests Tracking Studies Selecting Copy Tests: Validity and Reliability Example of a Copy-Test Report 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 7n Advertising, What Distinguishes a Great Client?" Perdue Food Levi Strauss & Co. Media Strategy and Tactics Media Strategy: Setting Media Budgets Economic Analysis in Setting and Allocating Budgets Simple but Questionable Budgeting Decision Rules Marketing Experimentation and Budgeting Regression Analysis for Budgeting Studies of Optimal Repetition Frequency. 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 "A Blueprint for Campaigns that Travel Around the World" 978-8177588507