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Advertising Management With Cd,9780198074120

Advertising Management With Cd

by ;
Edition:
2nd
ISBN13:

9780198074120

ISBN10:
0198074123
Format:
Paperback
Pub. Date:
1/13/2013
Publisher(s):
Oxford University Press
List Price: $37.33
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Summary

The second edition ofAdvertising Managementhas 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
Table of Contents provided by Publisher. All Rights Reserved.


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