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Advertising management / Jaishri Jethwaney, Shruti Jain.
Series: Oxford higher educationPublication details: New Delhi, India : Oxford University Press, 2012.Edition: 2nd edDescription: xxi, 651 p., [4] p. of plates : ill. (some col.) ; 25 cm. + 1 CD-ROM (4 3/4 in.)ISBN:- 9780198074120 (pbk.) :
- 0198074123 (pbk.) :
- Title on front cover: Advertising : includes sales promotion
- HF5823 .J48 2012
Contents:
Summary: The book explores the core concepts of advertising through practical applications, taken particularly from the Indian business environment. It covers theoretical foundations of advertising, brand building through advertising, campaign execution and agency relationships, and the use of marketing research techniques for developing and evaluating marketing strategies
Introduction to advertising management -- Advertising in historical perspective -- Brand building and advertising management -- Advertising agency: structure and processes -- Strategey and planning process in advertising campaigns -- Consumer behaviour and advertising research -- Creative strategy and creative development -- Media strategy and planning -- Digital media and advertising --Agency relationships -- Advertising classification and current issues -- Advertising: laws and ethics -- Introduction to sales promotion -- Public relations -- Rural advertising in India -- Globalization in Indian advertising.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HF 5823 .J48 2012 (Browse shelf(Opens below)) | Available | 5108260 |
System requirements: Windows 2000 and higher; Flash Player Version 9 and higher; Adobe Acrobat Reader; Processor speed: 500MHz; Sound card and speakers.
Previous ed.: 2006.
Includes bibliographical references and index.
Introduction to advertising management -- Advertising in historical perspective -- Brand building and advertising management -- Advertising agency: structure and processes -- Strategey and planning process in advertising campaigns -- Consumer behaviour and advertising research -- Creative strategy and creative development -- Media strategy and planning -- Digital media and advertising --Agency relationships -- Advertising classification and current issues -- Advertising: laws and ethics -- Introduction to sales promotion -- Public relations -- Rural advertising in India -- Globalization in Indian advertising.
The book explores the core concepts of advertising through practical applications, taken particularly from the Indian business environment. It covers theoretical foundations of advertising, brand building through advertising, campaign execution and agency relationships, and the use of marketing research techniques for developing and evaluating marketing strategies
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