Advertising Management: With Cd
Book Details
Author(s)
Jethwaney, Jaishri
Publisher
Oxford University Press
ISBN / ASIN
0198074123
ISBN-13
9780198074120
Availability
In stock. Usually ships within 3 to 4 days.
Sales Rank
#8,207,944
Category
Business & Economics
Marketplace
United States 🇺🇸
Description
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.
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.
