Advertising management / Jaishri Jethwaney, Shruti Jain.Material type: TextSeries: Oxford higher educationPublication details: New Delhi, India : Oxford University Press, 2015Edition: 2nd edDescription: xxi, 651 pages,  pages of plates : illustrations (some color) ; 25 cm + 1 CD-ROM (4 3/4 in.)ISBN: 9780198074120; 0198074123Other title: Title on front coverSubject(s): Advertising -- ManagementDDC classification: 659.1 LOC classification: HF5823 | .J48 2012
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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.