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.
Table Of Contents:
|Author:||Jaishri Jethwaney Shruti Jain|
|Publisher:||Oxford University Press|
|Number of Pages:||736|
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