Advertising Management

Advertising Management by Jaishri Jethwaney, Shruti Jain

Title: Advertising Management
Author: Jaishri Jethwaney, Shruti Jain
ISBN10: 0195678435
ISBN13: 978-0195678437
Publisher: Oxford University Press (November 21, 2012)
Language: English
Subcategory: Marketing & Sales
Size PDF: 1340 kb
Size Fb2: 1351 kb
Rating: 3.5/5
Votes: 532
Pages: 736 pages
Other Format: doc lit mbr lrf

Advertising Management by Jaishri Jethwaney, Shruti Jain


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Beginning with an overview of advertising management and sales promotion, the book discusses in detail the advertising agency structure and strategy and planning process in advertising campaigns. It goes on to discuss the role of consumer behaviour and advertising research, creative strategy, creative development, and advertising classification and current issues. Finally, it discusses advertising law and ethics, rural advertising in India, and the impact of globalization on Indian advertising. Users would find this book highly useful for its coverage of the key concepts of advertising management explained through examples, caselets, tables, flow charts, and diagrams.