Advertising Management in a Digital Environment

Text and Cases
1. Auflage 2021
ISBN: 978-0-367-62074-5
Verlag: Routledge

Buch, Englisch, 202 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 374 g

Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management.

Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning.

This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

Autoren/Hrsg.

Kelley, Larry D.

Bartel Sheehan, Kim

Fachgebiete

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

Inhaltsverzeichnis

1. The New World of Advertising Management: Digital and Global Case 1.1: Boswell Agency 2. Culture, Administration and Leadership in a Global Market Case 2.1: Prime Media 3. Advertising Ethnics and Social Responsibility Across Cultures Case 3.1: KMF Agency 4. Understanding the role of Finance and Budgeting Case 4.1: The Southern Rice Company Case 4.2: Vineyard Agency 5. Managing Means Measuring Case 5.1: Randall White Dog Food Case 5.2: Tinsdale Agency and Design 6. An Overview of Personnel Management Case 6.1: IPortal Media Company 7. Adjusting to Being a New Manager Case 7.1: Metropolitan Media Company Case 7.2: Gotham Media 8. Managing Creative People Case 8.1: JPT Agency 9. Managing across Cultures Case 9.1: The Davis Group 10. Handling Tricky Situations Case 10.1: The Leaky Oil Company 11. Management and Creative Strategy Case 11.1: Go Organic Company 12. Making Strategic Decisions in Advertising Management within a Brand perspective Case 12.1: Boston Insurance Company 13. Aligning Strategy to Cultural Differences in Advertising Management Case 13.1: Barrands Agency 14. Managing the brand’s digital assets Case 14.1: AdLeaders 15. Advertising Management when Things go Wrong Case 15.1: Phoenix Power Company

Über Autor(innen)

Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA.

Kim Bartel Sheehan is Professor and Director of the Master’s in Advertising and Brand Responsibility at the University of Oregon, USA.