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Advertising Management is a comprehensive textbook specially designed to meet the needs of management students. The book explores the core concepts of advertising management explained through numerous examples and case studies. It provides an in-depth coverage of the various components of advertising management that include brand building, advertising and sales promotion, media strategy and planning, and agency relationships. Beginning with an overview of advertising management and sales promotion, the book discusses in detail the advertising agency structure and strategy and planning process in advertising campaigns. It goes on to discuss the role of consumer behaviour and advertising research, creative strategy, creative development, and advertising classification and current issues. Finally, it discusses advertising law and ethics, rural advertising in India, and the impact of globalization on Indian advertising. Users would find this book highly useful for its coverage of the key concepts of advertising management explained through examples, caselets, tables, flow charts, and diagrams. Contents: Preface Introduction to Advertising Management Advertising in Historical Perspective Brand Building and Advertising Management Advertising Agency-Structure and Processes Strategy and Planning Process in Advertising Campaigns. Cnsumer Behaviour and Advertising Research. Creative Strategy and Creative Development Media Strategy and Planning. Agency Relationships. Advertising : Laws and Ethics Sales Promotion. Public Relations. Rural Advertising in India. Globalization in Indian Advertising. Annexure I-The code for self regulation in advertising. Annexure II-Advertising agencies and rulings of the Indian Newspapers Society Index. ISBN 9780195678437
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Pages : 736
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