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What version or edition is this?
This is the 2nd edition with a publication date of 1/13/2013.
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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)|
|Advertising Classification and Current issues|
|Advertising Laws and Ethics|
|Rural Advertising in India|
|Globalization in Indian Advertising|
|Table of Contents provided by Publisher. All Rights Reserved.|