Journals Higher Education

$35.00

Paperback

13 January 2013

684 Pages | Over 50 photographs of various advertisements

ISBN: 9780198074120


Bookseller Code (06)

Companion website

Advertising Management

With Cd

Second Edition

Edited by Jaishri Jethwaney and Shruti Jain

  • Explores the emerging issues in advertising management from an Indian perspective.
  • Examines the challenges faced by business organizations in advertising management.
  • Contains cases and examples in the key areas of advertising management.
  • Provides end-chapter exercises with concept review and critical thinking questions as well as interesting classroom and field projects.
  • One new chapter on: Digital Advertising.
  • New sections on:
  • Decision-making in advertising agencies
  • Basic concepts related to branding
  • Brand expression, brand identity, brand activation
  • Understanding the product life cycle
  • Positioning platforms
  • Family influence on consumption and purchase decisions
  • The consumer class in India
  • The Indian media scenario
  • Lifestyle advertising
  • Changing role of women in advertising
  • Celebrity endorsements
  • Social media
  • Expanding rural marketing
  • Creative boutiques
  • Client-agency relationships
  • Indian advertising gurus
  • Extensively revised and updated content in all chapters
  • In the CD: Video cases that include questions for analysis and class discussion.
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