Description 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 Description 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. INTRODUCTION. The Field of Advertising Management. Advertising Planning and Decision Making. OBJECTIVE SETTING AND MARKET POSITIONING. Integrated Marketing Communications. Setting Goals and Objectives. How Advertising Works: Some Research Results. Segmentation and Positioning. MESSAGE STRATEGY. Attention and Comprehension. Understanding Benefit-Based Attitudes. Associating Feelings with the Brand. Brand Equity, Image and Personality. Group Influence and Word-of-Mouth Advertising. MESSAGE TACTICS. Creative Approaches. The Art of Copywriting. Advertising Copy Testing and Diagnosis. Production and Implementation. MEDIA STRATEGY AND TACTICS. Media Strategy: Setting Media Budgets. Media Tactics: Allocating Media Budgets. THE BROADER ENVIRONMENT. Advertising Regulation. Advertising and Society. Global Marketing and Advertising.