000			02494nam a2200253 i 4500
003			MIUC
005			20200327102947.0
008			171220s2012 ii a|||| |||| 001 | eng d
020			_a9780198074120
040			_aMIUC _beng _cMIUC
082	0		_a659.1
100	1		_93094 _aJethwaney, Jaishri N.
245	1	0	_aAdvertising management / _cJaishri Jethwaney, Shruti Jain.
250			_a2nd ed.
260			_aNew Delhi : _bOxford University Press, _c2012.
300			_axxi, 651 p. : _bill. b&w ; _c24 cm + _e1CD-ROM.
336			_2rdacontent _atext
500			_aIncludes index.
505	0		_aCh. 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.
520			_aThe 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.
650		0	_91343 _aAdvertising _xManagement
700	1		_4aut _93095 _aJain, Shruti
942			_2ddc _cBK