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Advertising Management

by: Jethwaney, Jaishri; Jain, Shruti

Advertising Management

by: Jethwaney, Jaishri; Jain, Shruti

ISBN 13:
9780195678437
ISBN 10:
0195678435
Format: Paperback
Copyright: 08/17/2006
Publisher: Oxford University Press
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Summary

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.

Preface

iii

List of Colour Plates

Introduction to Advertising Management

(45)

Defining Advertising and Sales Promotion

(1)

What is Marketing?

(5)

What is Advertising?

(6)

Theories of Advertising

(4)

What is Sales Promotion?

(19)

Advertising and Sales Promotion--Strategic Considerations for Decision Making

(10)

Case Study---TATA Salt

(4)

Advertising in Historical Perspective

(34)

Evolution of Advertising

(7)

History of Indian Advertising

(26)

Case Study---Coca-Cola advertising over the last one century

(6)

Brand Building and Advertising Management

(41)

Defining Brand

(1)

What is in a Brand?

(1)

How has Brand Management Evolved?

(2)

Life Cycle of a Brand

(1)

Brand Positioning and the Role of Advertising

(12)

Brand--Consumer Relationship

(1)

Need to Measure Brand Value

(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 advertising

674

(8)

Annexure II--Advertising agencies and rulings of the Indian Newspapers Society

682

(31)

Index

713

Amazon no longer offers textbook rentals. We do!

Advertising Management

Advertising Management

9780195678437

0195678435

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Advertising Management

Advertising Management

9780195678437

0195678435

Summary

Table of Contents

Supplemental Materials

Write a Review

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