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Advertising management. Second Edition

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 creative development, media strategy and planning in advertising, agency relationships, and advertising classification and current issues. Finally, it discusses advertising law and ethics, rural advertising in India, and globalization in Indian advertising.

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Detail Information

Series Title

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Call Number

659.1 Jet a

Publisher

New Delhi, New York : Oxford University Press., 2013

Collation

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Language

English

ISBN/ISSN

9780198074120

Classification

659.1

Content Type

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Media Type

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Carrier Type

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Edition

Second Edition

Subject(s)

Advertising -- Management.
Advertising -- India.
Advertising.

Specific Detail Info

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Statement of Responsibility

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