Advertising Management

by Jethwaney, Jaishri; Jain, Shruti

• ISBN13: 9780195678437
• ISBN10: 0195678435
• Format: Paperback
• Copyright: 2006-08-17
• Publisher: Oxford University Press

Summary

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 of advertising management that include brand building, advertising and sales promotion, media strategy, and planning, and agency relationships.

Table of Contents

Preface	iii
List of Colour Plates	xi
Introduction to Advertising Management	1	(45)
Defining Advertising and Sales Promotion	1	(1)
What is Marketing?	2	(5)
What is Advertising?	7	(6)
Theories of Advertising	13	(4)
What is Sales Promotion?	17	(19)
Advertising and Sales Promotion--Strategic Considerations for Decision Making	36	(10)
Case Study---TATA Salt	42	(4)
Advertising in Historical Perspective	46	(34)
Evolution of Advertising	47	(7)
History of Indian Advertising	54	(26)
Case Study---Coca-Cola advertising over the last one century	74	(6)
Brand Building and Advertising Management	80	(41)
Defining Brand	81	(1)
What is in a Brand?	82	(1)
How has Brand Management Evolved?	83	(2)
Life Cycle of a Brand	85	(1)
Brand Positioning and the Role of Advertising	86	(12)
Brand--Consumer Relationship	98	(1)
Need to Measure Brand Value	99	(2)
Power Brands	101	(4)
The Concept of Superbrands	105	(1)
Corporate Brand	106	(2)
Brand Equity	108	(2)
Brand Image	110	(3)
What Builds a Brand?	113	(8)
Case Study---Amul: the brand	118	(3)
Advertising Agency--Structure and Processes	121	(33)
How did Advertising Agencies Come About?	122	(2)
Advertising Agencies--the Indian Scenario	124	(5)
Types of Advertising Agencies	129	(1)
Advertising Agency Structure	130	(1)
Ad Agency Functions	131	(6)
How do Agencies Earn Revenue?	137	(4)
How do Advertisers Retain Advertising Agencies?	141	(1)
Pitching for an Account	142	(1)
What does an Advertiser Look for in Advertising Agencies?	143	(11)
Case Study---The pitch process	147	(6)
Annexure 1---A Sample Format for the Minutes of a Meeting	153	(1)
Strategy and Planning Process in Advertising Campaigns	154	(33)
Defining Strategy and its Role and Relevance	155	(6)
Planning an Advertising Campaign	161	(5)
Advertising Appropriation and Budgeting	166	(9)
Strategic Considerations	175	(4)
The Making of a Good Campaign---Are there any Ground Rules?	179	(8)
Case Study---Innovative promos	184	(3)
Consumer Behaviour and Advertising Research	187	(49)
External Influences on Consumer Behaviour	188	(2)
Analysing Human Behaviour	190	(5)
The Consumer in Economic and Psychological Theories	195	(6)
Models of Buyer Behaviour	201	(3)
Market Segmentation	204	(2)
The Emerging Consumer Class in India	206	(3)
Random Insights on the Emerging Consumer Class Elsewhere	209	(1)
Consumer Research	210	(4)
Advertising Research	214	(13)
Measuring the Effectiveness of Sales Promotion	227	(9)
Case Study---Archies	232	(4)
Creative Strategy and Creative Development	236	(46)
Creativity	237	(1)
Idea Generation	238	(6)
The Creative Brief	244	(2)
Creating an Appeal	246	(3)
Consumer Research	249	(8)
Public Service Advertising	257	(3)
Celebrity Endorsement	260	(1)
Creativity in Indian Advertising	261	(3)
Creativity: Layout and Production	264	(6)
Colour Psychology	270	(1)
Typography	271	(4)
The Need for Synergy Between Copy and Art	275	(7)
Media Strategy and Planning	282	(68)
The Indian Media Scenario	283	(6)
Media Characteristics	289	(4)
Media Brief	293	(6)
Preparing a Media Plan	299	(9)
Sources of Media Information	308	(13)
The Math and Science of Media Planning	321	(14)
Latest Media Trends	335	(15)
Case Study---When media advertises to gain mindshare---The case of news channels	347	(3)
Agency Relationships	350	(61)
Client Relationships	351	(3)
Agency Briefing, Setting, and Directing the Achievement of Objectives	354	(2)
Agency Remuneration Systems and Norms	356	(3)
Advertising and Marketing Communications Services Departments	359	(6)
Client and Advertising Agency: Areas of Conflict	365	(5)
Agency Business Imperatives	370	(3)
Financial Planning, Monitoring, and Controls	373	(24)
Relationships with Other Partners and Associates	397	(14)
Case Study---Client--agency contract	404	(7)
Advertising Classification and Current Issues	411	(56)
Types of Advertising	412	(46)
Issues Concerning Advertising	458	(9)
Advertising: Laws and Ethics	467	(46)
Advertising and Law	468	(12)
Advertising and Ethics	480	(6)
Advertising and Children	486	(3)
Intellectual Property Rights---Role and Relevance	489	(24)
Case Study---Surrogate advertising	505	(8)
Sales Promotion	513	(47)
Sales Promotion	514	(3)
The Retail Revolution	517	(2)
Consumer Promotions	519	(8)
Trade Promotions	527	(12)
Direct Marketing	539	(21)
Case Study---Promotional strategies of the pharmaceutical industry	557	(3)
Public Relations	560	(45)
The Objectives of Public Relations	561	(3)
Public Relations Tools	564	(8)
Future Media	572	(2)
Public Relations in Brand Building	574	(2)
The Role of Public Relations in the Marketing Mix	576	(1)
Perception Management	576	(7)
Institutional Advertising	583	(6)
Corporate Identity for Brand Image Build-up	589	(6)
Customer Relations Management (CRM)	595	(10)
Case Study---Indian Airlines' change of identity to Indian	602	(3)
Rural Advertising in India	605	(32)
Rural Markets	606	(6)
Consumer Classification	612	(4)
Rural Marketing Environment and Infrastructure	616	(2)
Rural Marketing and Advertising Strategies	618	(4)
Media Mix for Rural Markets	622	(15)
Case Study---The Lever experience	633	(4)
Globalization in Indian Advertising	637	(37)
What Does Globalization Mean?	638	(9)
Advertising Standardization	647	(7)
Advertising Styles in some Countries	654	(3)
Outsourcing Advertising Work to India	657	(2)
The Global Media	659	(3)
Globalization of Advertising Management	662	(2)
Knowledge Process Outsourcing	664	(1)
Independent Media Buying Outfits	665	(2)
International Awards in Advertising	667	(7)
Case Study---Indian advertising: turning global	671	(3)
Annexure I--The code for self regulation in advertising	674	(8)
Annexure II--Advertising agencies and rulings of the Indian Newspapers Society	682	(31)
Index	713