Advertising management / Jaishri Jethwaney, Shruti Jain.
Material type:
TextPublication details: New Delhi, New York : Oxford University Press, 2006Description: xii, 716 p. : ill. ; 24 cmISBN: - 0195678435
- 659.1 22
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Ayesha Abed Library General Stacks | Ayesha Abed Library General Stacks | 659.1 JET (Browse shelf(Opens below)) | 1 | Available | 3010016414 |
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| 659.1 CLO Integrated advertising, promotion & marketing communications / | 659.1 CLO Integrated advertising, promotion & marketing communications / | 659.1 CLO Integrated advertising, promotion & marketing communications / | 659.1 JET Advertising management / | 659.1 JON When ads work : | 659.1 JON When ads work : | 659.1 LEV Guerrilla advertising : |
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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