TY  - BOOK
AU  - Jethwaney,Jaishri N.
AU  - Jain,Shruti
TI  - Advertising management
T2  - Oxford higher education
SN  - 9780198074120 (pbk.) :
AV  - HF5823 .J48 2012
PY  - 2012///
CY  - New Delhi, India
PB  - Oxford University Press
KW  - Advertising
KW  - Management
KW  - India
KW  - fast
N1  - 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
N2  - 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
ER  -