Advertising management /
Jethwaney, Jaishri N.
Advertising management / Jaishri Jethwaney, Shruti Jain. - 2nd ed. - New Delhi, New York : Oxford University Press, 2012 - xxi, 650 p. : ill. ; 24 cm.
Introduction to advertising management -- Advertising in historical perspective -- Brand building and advertising management -- Advertising agency: structure and processes -- Strategy and planning process in advertising campaigns -- Consumer behavior 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
9780198074120
2006284078
Advertising--Management.
Advertising--India.
HF5823 / .J48 2006
659.1 / JET/A
Advertising management / Jaishri Jethwaney, Shruti Jain. - 2nd ed. - New Delhi, New York : Oxford University Press, 2012 - xxi, 650 p. : ill. ; 24 cm.
Introduction to advertising management -- Advertising in historical perspective -- Brand building and advertising management -- Advertising agency: structure and processes -- Strategy and planning process in advertising campaigns -- Consumer behavior 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
9780198074120
2006284078
Advertising--Management.
Advertising--India.
HF5823 / .J48 2006
659.1 / JET/A