| 000 | 01768cam a22002897a 4500 | ||
|---|---|---|---|
| 999 |
_c36041 _d36041 |
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| 020 | _a9780198074120 | ||
| 082 |
_a659.1 J1999 A _b102653 |
||
| 100 | 1 | _aJaishri Jethwaney | |
| 245 | 1 | 0 |
_aAdvertising management / _cJaishri Jethwaney, Shruti Jain. |
| 250 | _a2nd ed. | ||
| 260 |
_aNew Delhi, New York : _bOxford University Press, _c2006 |
||
| 300 |
_a651 _bill. ; _c1 CD |
||
| 500 | _aThe 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. | ||
| 505 | 0 | _aChapter 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 | |
| 650 | 0 | _aAdvertising | |
| 650 | 0 | _aAdvertising | |
| 700 | 1 | _aJain, Shruti. | |
| 856 | 4 | 2 | _uhttp://www.loc.gov/catdir/enhancements/fy0724/2006284078-d.html |
| 942 | _cBK | ||