Advertising Management With Cd
ISBN: 9780198074120 | 0198074123
Edition: 2ndFormat: Paperback
Publisher: Oxford University Press, USA
Pub. Date: 1/13/2013
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The second edition of Advertising Management has 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 ... MORE
| 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 (... MORE | |
| 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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