Cases in Advertising Management

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  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 2009-04-15
  • Publisher: Routledge

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Cases in Advertising Management offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors. The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction (How to Analyze a Case Study) is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change. Online Case Teaching Notes are available to instructors who adopt the text.

Table of Contents

Introduction: How to Analyze a Case Study
Advertising Management Fundamentals
Boswell Agency
Issue: Structuring of an Advertising Agency
The Leaky Oil Company
Issue: New Business Trade-Off
Prime Media
Issue: Global Expansion
Advertising Financial Matters
Tinsdale Agency
Issue: Agency Profitability
Barrons Agency
Issue: Agency Billing Procedures
Vineyard Agency
Issue: New Business Profitability
Advertising Business Plans
St Joseph Dispatch
Issue: Advertising versus Editorial
American Textbook Company
Issue: Outsourcing versus In-house
Advertising Planning
Phoenix Power Company
Issue: Advertising Message Strategy
Go Organic Company
Issue: Market Segmentation
Randall White Dog Food
Issue: Advertising Planning
Advertising Budget Management
Bosco Hot Sauce Company
Issue: Budget Allocation Analysis
Alpha Airlines
Issue: Budget Allocation Analysis
Southern Rice
Issue: Advertising Spending
Advertising Management: Dealing with People
Iportal Media Company
Issue: Employee/Supervisor Review
Metropolitan Media Company
Issue: Managing Upward
The Davis Group
Issue: Hiring
JPT Agency
Issue: Personnel Conflict
Advertising Management Decisions
Barrands Agency
Issue: Advertising Spokesperson
Zeller Group
Issue: Client Trade-off
Boston Life Insurance
Issue: Advertising Strategy
Advertising Management Environment
Zoomra Motorcycles
Issue: Media Vendor Conflict
Gliba Media
Issue: Sales Incentives Ethics
Texsize Oil
Issue: SEC Code Violation
Managing the Future of Advertising
Arends Agency
Issue: Agency Structure
Lawrenceville Daily
Issue: Forecasting
Thomson Media
Issue: FCC Media Ownership Impact
Managing Yourself
State University
Issue: Advertising Instruction Ethics
KMF Agency
Issue: Ethical Issue of When to Change Jobs
Gotham Media
Issue: New Job Responsibilities
About the Authors
Table of Contents provided by Ingram. All Rights Reserved.

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