Contents: Preface. 1. Introduction. 2. Economic of advertising. 3. Global branding. 4. Translating advertising. 5. Internet advertising effectiveness. 6. Mobile advertising. 7. Advertising sales agents. 8. Customised communications by advertising agencies. 9. Sellers for the sellers. 10. Branding and online marketers. 11. Marketing and growing business strategies. 12. Optimising advertising returns. 13. Sound advertising and its results. Bibliography. Index.
"Comprising numerous specialised sub-functions, including media strategy, media planning, market strategy, etc., advertising management is a critical aspect of the advertising and promotion industry today.
This book Advertising Management aims to guide the reader on the fundamental principles, concepts and working of advertising management, explaining each step of the process in a thoroughly detailed manner. Highlighting the roles of each sub function as mentioned above, it moves on to analyse and examine the functioning of ad agencies and how advertising management fits into the jigsaw puzzle which leads to the money-making end of these agencies. It also evaluated the current trends and developments in the field of advertising management, with an incisive exploration of the future of this field." (jacket)