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Advertising management / Jaishri Jethwaney, Shruti Jain.
Series: Oxford higher educationPublication details: New Delhi, India : Oxford University Press, 2012.Edition: 2nd edDescription: xxi, 651 p., [4] p. of plates : ill. (some col.) ; 25 cm. + 1 CD-ROM (4 3/4 in.)Content type:- text
- unmediated
- volume
- 9780198074120 (pbk.) :
- 0198074123 (pbk.) :
- Title on front cover: Advertising : includes sales promotion
- HF5823 .J48 2012
Contents:
Summary: 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
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.
| Item type | Current library | Home library | Shelving location | Call number | Status | Barcode | |
|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HF 5823 .J48 2012 (Browse shelf(Opens below)) | Available | 5108260 |
Browsing American University in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
| HF 5823 .H58 1998 How advertising works : the role of research / | HF 5823 .H86 2013 Newsjacking : the Urgent Genius of real-time advertising / | HF 5823 .I59 2000 International advertising : realities and myths / | HF 5823 .J48 2012 Advertising management / | HF 5823 .J7172 2004 Fables, fashions, and facts about advertising : a study of 28 enduring myths / | HF 5823 .J719 1995 When ads work : new proof that advertising triggers sales / | HF 5823 .K346 2005 Advertising as multilingual communication / |
System requirements: Windows 2000 and higher; Flash Player Version 9 and higher; Adobe Acrobat Reader; Processor speed: 500MHz; Sound card and speakers.
Previous ed.: 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
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