Advertising management /
Jethwaney, Jaishri N.
Advertising management / Title on front cover: Jaishri Jethwaney, Shruti Jain. - 2nd ed. - New Delhi, India : Oxford University Press, 2015. - xxi, 651 pages, [4] pages of plates : illustrations (some color) ; 25 cm + 1 CD-ROM (4 3/4 in.). - Oxford higher education . - Oxford higher education. .
Previous edition: 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.
System requirements: Windows 2000 and higher; Flash Player Version 9 and higher; Adobe Acrobat Reader; Processor speed: 500MHz; Sound card and speakers.
9780198074120 0198074123
Advertising--Management.
HF5823 / .J48 2012
659.1 / JET-A 2015 11851
Advertising management / Title on front cover: Jaishri Jethwaney, Shruti Jain. - 2nd ed. - New Delhi, India : Oxford University Press, 2015. - xxi, 651 pages, [4] pages of plates : illustrations (some color) ; 25 cm + 1 CD-ROM (4 3/4 in.). - Oxford higher education . - Oxford higher education. .
Previous edition: 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.
System requirements: Windows 2000 and higher; Flash Player Version 9 and higher; Adobe Acrobat Reader; Processor speed: 500MHz; Sound card and speakers.
9780198074120 0198074123
Advertising--Management.
HF5823 / .J48 2012
659.1 / JET-A 2015 11851