Modern Advertising Management : Principles and Techniques 01 Edition

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Modern Advertising Management plays an important and vital role in the economies of all modern societies. The book represents the society of the cosequently, it is an ever-changing process representing new products, services, supplies and demand, coupled with the new media and techniques for communicating the exchange situation. The advertising world was open to overseas brands and multinational tie-ups, while on the other hand political instability at the centre provided the inevitable challenge to a basic business subject and its range of subject matter will enlighten both those seeking a career. The study of advertising gives students regardless of their major many valuable tools to use in any subsequent profession. Contents : ForewordPreface1. The nature, functions and scope of advertising2. Advertising, Marketing and consumer behaviour3. Categories of Advertising4. The advertising business agencies and client relationship5. Advertising budgeting6. Outdoor and transit advertising7. Local and Non-commercial Advertising8. An advertising campaign9. Globalisation in advertising10.The communication process11.Sales promotion: concept, Types and objectives12.Promotional Stategies13.Brand and packaging14.Media planning and stretegy15.Role of electronic media in advertising16.Role of print media in advertising17.Direct mail18.Creative execution:art, copy, and buying print media19.Public relations20.Futuristic scenario of advertising in IndiaGlossaryindex