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Advertising management / Jaishri Jethwaney, Shruti Jain.

By: Jethwaney, Jaishri N.
Contributor(s): Jain, Shruti.
Material type: materialTypeLabelBookPublisher: New Delhi, New York : Oxford University Press, 2006Description: xii, 716 p. : ill. (some col.) ; 24 cm.ISBN: 9780195678437; 0195678435.Subject(s): Advertising -- Management | Advertising -- IndiaOnline resources: Publisher description
Contents:
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 -- Agency relationships -- Advertising classification and current issues -- Advertising: laws and ethics -- Sales promotion -- Public relations -- Rural advertising in India -- Globalization in Indian advertising -- Annexure I: The code for self regulation in advertising -- Annexure II: Advertising agencies and rulings of the Indian Newspaper Society.
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HF5823.J48 2006 (Browse shelf) Available 1000037995

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 -- Agency relationships -- Advertising classification and current issues -- Advertising: laws and ethics -- Sales promotion -- Public relations -- Rural advertising in India -- Globalization in Indian advertising -- Annexure I: The code for self regulation in advertising -- Annexure II: Advertising agencies and rulings of the Indian Newspaper Society.

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