The second edition of Advertising Management has been revised to reflect the changes in the business environment and the industry since the first edition was published in 2006.
Beginning with an overview of advertising and sales promotion management, the book discusses in detail brand building and advertising management, the advertising agency, and strategy and planning process in advertising campaigns. It goes on to discuss the emerging field of digital advertising, the role of consumer behavior and advertising research, creative strategy and creative development, media strategy and planning in advertising, agency relationships, and advertising classification and current issues. Finally, it discusses advertising law and ethics, rural advertising in India, and globalization in Indian advertising.
The book is the right amalgamation of academic inputs as well as industry orientation. It is accompanied by a CD containing video exercises.
- ISBN10 0198074123
- ISBN13 9780198074120
- Publish Date 22 November 2012 (first published 10 July 2003)
- Publish Status Active
- Publish Country IN
- Imprint OUP India
- Edition 2nd Revised edition
- Format Paperback
- Pages 684
- Language English