Advertising Management : Concepts And Cases

by Mohan (Author)

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Format: Paperback

Synopsis of Advertising Management : Concepts And Cases

This Is A Comprehensive Book Presenting An Integrated Approach To Concepts And Cases In Advertising. The Book Examines Every Aspect Of Advertising And Sales Promotion - An Area Of Marketing, Which Is Becoming Increasingly Important In A Firm`S Total Promotion Mix.
The Book Takes A Close Look At The Economic And Social Implications Of Advertising Planning, Budgeting, Effectiveness, Industrial And Institutional Advertising And The Future Of Advertising In India And Other Developing Nations. An Important Feature Of The Book Is The Inclusion Of Outstanding Cases, Such As The Cancer Check Case, L & T Fuse Switch Advertising Case, And The Amul Extension Services Case. The Book Would Be Very Useful For Postgraduate Students Of Management And For Students Doing Their Diploma In Advertising And Marketing. Advertising Professionals Would Also Find This Book A Valuable Reference Source.
Key Features:

Exemplification Of The Various Advertising Management Principles By Quoting A Number Of Outstanding Cases, Such As The Cancer Check Case, The Nirodh Promotional Strategy Case, The Waving Case Etc.

The Book Has A Wide Coverage Ranging From Advertising In The Socio-Economic And Cultural Context, Its Futuristic Aspects, Its Practical Applicability And Most Importantly Its'Indian Touch'

>About The Author:

Manendra Mohan
Ph D In Economics From The University Of Manchester. After Beginning His Career As Head, Marketing Research Division, Union Carbide India Ltd., Dr Mohan Moved To London To Work As A Senior Consultant With Economic Models Ltd. He Then Moved Over From Industry To Academics And Joined The Indian Institute Of Management (Iim), Ahmedabad As A Professor Of Marketing And Economics, After An Initial Orientation Stint At The Harvard Business School.
Table Of Content:

Chapter 1. Advertising -Its Purpose And Functions

Chapter 2. Economic And Social Implications Of Advertising

Chapter 3. Advertising In Marketing Mix

Chapter 4. Advertising Process

Chapter 5. Advertising Strategy Planning And Organisation

Chapter 6. Advertising Appropriation

Chapter 7. Creative Strategy

Chapter 8. Creative Execution And Judgment

Chapter 9. Media Decisions

Chapter 10. Other Promotional Media And Methods

Chapter 11. Evaluation Of Advertising Effectiveness

Chapter 12. Advertising Agency Functions, Selection And Coordination

Chapter 13. Industrial Advertising

Chapter 14. Institutional Advertising

Chapter 15. Non-Commercial Advertising

Chapter 16. Future Of Advertising In Developing Countries