Advertising Management
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Product details:
- Edition number 2
- Publisher OUP India
- Date of Publication 22 November 2012
- ISBN 9780198074120
- Binding Paperback
- No. of pages684 pages
- Size 242x187x29 mm
- Weight 1024 g
- Language English
- Illustrations Over 50 photographs of various advertisements 0
Categories
Short 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.
Long 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.
Table of Contents:
Introduction to Advertising Management
Advertising in Historical Context
Brand Building and Advertising Mgmt
Advertising Structure and Processes
Strategy and Planning Process in Ad Campaigns
Consumer Behaviour and Advertising Research
Creative Strategy and Creative Development
Media Strategy and Planning
Digital Advertising (new chapter)
Agency Relationships
Advertising Classification and Current issues
Advertising Laws and Ethics
Sales Promotion
Public Relations
Rural Advertising in India
Globalization in Indian Advertising
