Advertising Management

Paperback | July 29, 2006

byJaishri Jethwaney, Shruti Jain

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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 ofadvertising 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 advertisingmanagement explained through examples, caselets, tables, flow charts, and diagrams.

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From the Publisher

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 ofadvertising management that include brand buildi...

Jaishri Jethwaney PhD, Professor, Indian Institute of Mass Communication (IIMC), New Delhi, has over fifteen years of experience in teaching, training, and research in various areas of advertising management and mass communication. She has authored three books and numerous research papers in leading journals. Shruti Jain Vice Presiden...

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Format:PaperbackDimensions:736 pages, 9.49 × 7.28 × 1.38 inPublished:July 29, 2006Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195678435

ISBN - 13:9780195678437

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Table of Contents

Preface1. Introduction to Advertising Management2. Advertising in Historical Perspective3. Brand Building and Advertising Management4. Advertising Agency - Structure and Processes5. Strategy and Planning Process in Advertising Campaigns6. Consumer Behaviour and Advertising Research7. Creative Strategy and Creative Development8. Media Strategy and Planning9. Agency Relationships10. Advertising Classification and Current Issues11. Advertising: Laws and Ethics12. Sales Promotion13. Public Relations14. Rural Advertising in India15. Globalization in Indian AdvertisingAnnexure I - The code for self regulation in advertisAnnexure II - Advertising agencies and rulings of the Indian Newspapers SocietyIndex