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.

Advertising Management

With Cd

Second Edition

Edited by Jaishri Jethwaney and Shruti Jain

Description

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.

Advertising Management

With Cd

Second Edition

Edited by Jaishri Jethwaney and Shruti Jain

1:Introduction to Advertising Management
2:Advertising in Historical Context
3:Brand Building and Advertising Mgmt
4:Advertising Structure and Processes
5:Strategy and Planning Process in Ad Campaigns
6:Consumer Behaviour and Advertising Research
7:Creative Strategy and Creative Development
8:Media Strategy and Planning
9:Digital Advertising (new chapter)
10:Agency Relationships
11:Advertising Classification and Current issues
12:Advertising Laws and Ethics
13:Sales Promotion
14:Public Relations
15:Rural Advertising in India
16:Globalization in Indian Advertising

Advertising Management

With Cd

Second Edition

Edited by Jaishri Jethwaney and Shruti Jain

Author Information

Edited by Jaishri Jethwaney, Professor, Indian Institute of Mass Communication (IIMC), and Edited by Shruti Jain, Vice President & Global Head- Corporate Communications and Brand

Jaishri Jethwaney is Professor at the Indian Institute of Mass Communication (IIMC), New Delhi and has more than 35 years of experience in the industry as well as in academia. She has conducted short courses on corporate communication, health communication, and advertising. Shruti Jain is Vice President & Global Head - Corporate Communications and Brand, EXL Service, India, has around 18 years of experience in the field of communication and advertising. Earlier, she has worked in leading advertising agencies such as Ogilvy & Mather, Mudra Communications, Rediffusion DYR, etc.