Michigan Ross School of Business
Yaffe Center for Persuasive Communication

Advertising Management Book

Advertising Management, 5th edition
Rajeev Batra, John G. Myers and David Aaker, Prentice-Hall, Inc., 1996

Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions involved in the development and execution of an advertising campaign. The fifth edition has been updated to include current research and readings, and improved to encompass more of the advertising process.

The Groundbreaking Beetle

Through a groundbreaking advertising campaign and a new design sensibility, the Beetle became a symbol of the 1960’s flower power culture.

Volkswagen Beetle 1967