Advertising management - Jethwaney, Jaishri N.; Jain, Shruti (New Delhi, New York : Oxford University Press, 2006)
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.
Includes bibliographical references and index.
Keywords: Advertising -- Management; Advertising -- India