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Advertising management

Author: Jaishri Jethwaney; Shruti Jain
Publisher: New Delhi, New York : Oxford University Press, 2006.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Designed to meet the needs of management students, this book explores the concepts of advertising management explained through examples and case studies. It provides a coverage of the various  Read more...

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Document Type: Book
All Authors / Contributors: Jaishri Jethwaney; Shruti Jain
ISBN: 0195678435 9780195678437
OCLC Number: 71315762
Notes: Includes index.
Description: xii, 716 pages : illustrations ; 24 cm
Contents: Introduction to advertising management --
Advertising in historical perspective --
Brand building and advertising management --
Advertising agency: structure and processes --
Strategey and planning process in advertising campaigns --
Consumer behaviour and advertising research --
Creative strategy and creative development --
Media strategy and planning --
Agency relationships --
Advertising classification and current issues --
Advertising: laws and ethics --
Sales promotion --
Public relations --
Rural advertising in India --
Globalization in Indian advertising --
Annexure I: The code for self regulation in advertising --
Annexure II: Advertising agencies and rulings of the Indian Newspaper Society.
Responsibility: Jaishri Jethwaney, Shruti Jain.
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