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.

Chapter 1. Introduction to Advertising Management
Chapter 2. Advertising in Historical Perspective
Chapter 3. Brand Building and Advertising Management
Chapter 4. Advertising Agency—Structure  and Processes
Chapter 5. Strategy and Planning Process in Advertising Campaigns
Chapter 6. Consumer Behaviour and Advertising Research
Chapter 7. Creative Strategy and Creative Development
Chapter 8. Media Strategy and Planning
Chapter 9. Digital Media and Advertising
Chapter 10. Agency Relationships
Chapter 11. Advertising Classification and Current Issues
Chapter 12. Advertising—Laws and Ethics
Chapter 13. Introduction to Sales Promotion
Chapter 14. Tools of Sales Promotion
Chapter 15. Direct Marketing
Chapter 16. Public Relations
Chapter 17. Rural Advertising in India
Chapter 18. Globalization in Indian Advertising