Advertising management /
Jethwaney, Jaishri N.
Advertising management / Jaishri Jethwaney, Shruti Jain. - New Delhi, New York : Oxford University Press, 2006 - xii, 716 p. : ill. ; 24 cm.
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.
0195678435
2006284078
659.1
Advertising management / Jaishri Jethwaney, Shruti Jain. - New Delhi, New York : Oxford University Press, 2006 - xii, 716 p. : ill. ; 24 cm.
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.
0195678435
2006284078
659.1