ABSTRACT
This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on 'managing yourself' and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.
TABLE OF CONTENTS
part I|26 pages
Advertising Management Fundamentals
part II|12 pages
Advertising Financial Matters
part III|22 pages
Advertising Business Plans
part IV|22 pages
Advertising Planning
part V|17 pages
Advertising Budget Management
part VI|31 pages
Advertising Management: Dealing with People
part VII|22 pages
Advertising Management Decisions
part VIII|15 pages
Advertising Management Environment
part IX|17 pages
Managing the Future of Advertising
part X|19 pages
Managing Yourself