Advertising Management

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.

About The Author:

Jaishri Jethwaney is presently Professor at the Indian Institute of Mass Communication (IIMC) and has more than 34 years of experience in the industry as well as in academia. She has conducted short courses on corporate communication, health communication, and advertising. Dr Jethwaney has also worked as a Project Director for UNESCO on the project 'Reporting HIV and AIDS A Media Tool Kit'. She is the co-author of Corporate Communication.
Shruti Jain Vice President, Dentsu Creative Impact Private Limited, New Delhi, has over twelve years of professional experience and has worked in leading advertising agencies such as Ogilvy & Mather Advertising, Mudra Communications Limited, and Rediffusion DYR. She is a visiting faculty at the Indian Institute of Mass Communication, New Delhi, and teaches courses in advertising and integrated marketing communications.

Table Of 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
• Consumer Behaviour and Advertising Research
• Creative Strategy and Creative Development
• Media Strategy and Planning
• Agency Relationships
• Advertising Classification and Current Issues
• 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



Special Features:




• examines the challenges faced by business organizations in advertising management
• explores the emerging issues in advertising management from an Indian perspective
• contains cases and examples in the key areas of advertising management
• provides end-chapter exercises with concept review and critical thinking questions and suggests interesting classroom and field projects