本书是美国的大学教授，Rajecv BatraLohn G.myers David A.Aakew 全著的关栏广告管理学，包括目标确定市场定位，信息策略、信息战术、媒体阐明与战术以及广告法规等内容。适合营销管理人员以及企业广告人员阅读使用，对他们素质的提高有所帮助。
A unique aspect of advertising is the advertising agency,which,in most cases,makes the creative and media decisions.It also lften supplies supportive market research and is even involved in the total marketing plan.