Advertising management / Jaishri Jethwaney, Shruti Jain.

By:

Jethwaney, Jaishri N

Contributor(s):

Jain, Shruti [aut]

Material type:

TextPublication details: New Delhi : Oxford University Press, 2012.Edition: 2nd edDescription: xxi, 651 p. : ill. b&w ; 24 cm + 1CD-ROMContent type:

text

ISBN:

9780198074120

Subject(s):

Advertising -- Management

DDC classification:

659.1

Contents:

Ch. 1. Introduction to Advertising Management -- Ch. 2. Advertising in Historical Context -- Ch. 3. Brand Building and Advertising Management -- Ch. 4. Advertising Agency - Structure and Processes -- Ch. 5. Strategy and Planning Process in Advertising Campaigns -- Ch. 6. Consumer Behaviour and Advertising Research -- Ch. 7. Creative Strategy and Creative Development -- Ch. 8. Media Strategy and Planning -- Ch. 9. Digital Media and Advertising -- Ch. 10. Agency Relationships -- Ch. 11. Advertising Classification and Current issues -- Ch. 12. Advertising - Laws and Ethics -- Ch. 13. Introduction to Sales Promotion -- Ch. 14. Tools of Sales Promotion -- Ch. 15. Direct Marketing -- Ch. 16. Public Relations -- Ch. 17. Rural Advertising in India -- Ch. 18. Globalization in Indian Advertising.

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Notes	Barcode
Books	Marbella International University Centre Library	659.1 JET adv (Browse shelf(Opens below))	Available		11782
CD	Marbella International University Centre Library	659.1 JET adv (Browse shelf(Opens below))	Available	CD-ROM	11783

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Includes index.

Ch. 1. Introduction to Advertising Management --
Ch. 2. Advertising in Historical Context --
Ch. 3. Brand Building and Advertising Management --
Ch. 4. Advertising Agency - Structure and Processes --
Ch. 5. Strategy and Planning Process in Advertising Campaigns --
Ch. 6. Consumer Behaviour and Advertising Research --
Ch. 7. Creative Strategy and Creative Development --
Ch. 8. Media Strategy and Planning --
Ch. 9. Digital Media and Advertising --
Ch. 10. Agency Relationships --
Ch. 11. Advertising Classification and Current issues --
Ch. 12. Advertising - Laws and Ethics --
Ch. 13. Introduction to Sales Promotion --
Ch. 14. Tools of Sales Promotion --
Ch. 15. Direct Marketing --
Ch. 16. Public Relations --
Ch. 17. Rural Advertising in India --
Ch. 18. Globalization in Indian Advertising.

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.

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