Advertising Management

2. Auflage 2013
ISBN: 978-0-19-807412-0
Verlag: Oxford University Press

Buch, Englisch, 684 Seiten, With CD, Format (B × H): 185 mm x 241 mm, Gewicht: 1021 g

The second edition of Advertising Management has been revised to reflect the changes in the business environment and the industry since the first edition was published in 2006.

Beginning with an overview of advertising and sales promotion management, the book discusses in detail brand building and advertising management, the advertising agency, and strategy and planning process in advertising campaigns. It goes on to discuss the emerging field of digital advertising, the role of consumer behavior and advertising research, creative strategy and creative development, media strategy and planning in advertising, agency relationships, and advertising classification and
current issues. Finally, it discusses advertising law and ethics, rural advertising in India, and globalization in Indian advertising.

The book is the right amalgamation of academic inputs as well as industry orientation. It is accompanied by a CD containing video exercises.

Zielgruppe

All management courses.

Autoren/Hrsg.

Jethwaney, Jaishri

Jain, Shruti

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Werbeindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1: Introduction to Advertising Management
2: Advertising in Historical Context
3: Brand Building and Advertising Mgmt
4: Advertising Structure and Processes
5: Strategy and Planning Process in Ad Campaigns
6: Consumer Behaviour and Advertising Research
7: Creative Strategy and Creative Development
8: Media Strategy and Planning
9: Digital Advertising (new chapter)
10: Agency Relationships
11: Advertising Classification and Current issues
12: Advertising Laws and Ethics
13: Sales Promotion
14: Public Relations
15: Rural Advertising in India
16: Globalization in Indian Advertising

Über Autor(innen)

Jaishri Jethwaney is Professor at the Indian Institute of Mass Communication (IIMC), New Delhi and has more than 35 years of experience in the industry as well as in academia. She has conducted short courses on corporate communication, health communication, and advertising.

Shruti Jain is Vice President & Global Head - Corporate Communications and Brand, EXL Service, India, has around 18 years of experience in the field of communication and advertising. Earlier, she has worked in leading advertising agencies such as Ogilvy & Mather, Mudra Communications, Rediffusion DYR, etc.