FREE SHIPPING BOTH WAYS
ON EVERY ORDER!
LIST PRICE:
$45.00

Sorry, this item is currently unavailable.

Advertising Management

ISBN: 9780195678437 | 0195678435
Format: Paperback
Publisher: Oxford University Press, USA
Pub. Date: 8/17/2006

Why Rent from Knetbooks?

Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!

Top 5 reasons to order all your textbooks from Knetbooks:

  • We have the lowest prices on thousands of popular textbooks
  • Free shipping both ways on ALL orders
  • Most orders ship within 48 hours
  • Need your book longer than expected? Extending your rental is simple
  • Our customer support team is always here to help
SummaryTable of Contents
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.
Prefaceiii
List of Colour Plates
xi
Introduction to Advertising Management
1(45)
... MOREDefining 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 advertising674(8)
Annexure II--Advertising agencies and rulings of the Indian Newspapers Society682(31)
Index713

Related Products


  • Advertising Management With Cd
    Advertising Management With Cd


Please wait while this item is added to your cart...