Advertising Management

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ISBN13 : 9780198074120
ISBN10 : 198074123
Publisher : Oxford University Press; 2 edition (5 November 2012)
Author:Jaishri Jethwaney and Shruti Jain
Language:English
Binding:Paperback
Pages:684
SUPC: SDL261639358

Description

The second edition of Advertising Management is a comprehensive textbook tailored to meet the syllabi requirements of Management students, mass media, and stand-alone courses on advertising. Interspersed with examples, exhibits, and real-life cases, the book provides an in-depth coverage of the key components, namely advertising and promotions, media Strategy and planning, and agency relationships.

The book includes topics such as consumer behaviour and advertising research, advertising agencies, creative Strategy and development, structure and Management, and advertising classification. Further, topics of current relevance such as Digital advertising, advertising laws and ethics, and advertising in rural and global contexts in India have also been included. With dedicated chapters on Sales promotion and direct Marketing, the book lays emphasis on all major channels of Marketing communication.

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