1st Edition

Advertising Management in a Digital Environment Text and Cases

By Larry D. Kelley, Kim Bartel Sheehan Copyright 2022
    202 Pages 7 B/W Illustrations
    by Routledge

    202 Pages 7 B/W Illustrations
    by Routledge

    Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management.

    Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning.

    This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

    1. The New World of Advertising Management: Digital and Global

    Case 1.1: Boswell Agency

    2. Culture, Administration and Leadership in a Global Market

    Case 2.1: Prime Media

    3. Advertising Ethnics and Social Responsibility Across Cultures

    Case 3.1: KMF Agency

    4. Understanding the role of Finance and Budgeting

    Case 4.1: The Southern Rice Company

    Case 4.2: Vineyard Agency

    5. Managing Means Measuring

    Case 5.1: Randall White Dog Food

    Case 5.2: Tinsdale Agency and Design

    6. An Overview of Personnel Management

    Case 6.1: IPortal Media Company

    7. Adjusting to Being a New Manager

    Case 7.1: Metropolitan Media Company

    Case 7.2: Gotham Media

    8. Managing Creative People

    Case 8.1: JPT Agency

    9. Managing across Cultures

    Case 9.1: The Davis Group

    10. Handling Tricky Situations

    Case 10.1: The Leaky Oil Company

    11. Management and Creative Strategy

    Case 11.1: Go Organic Company

    12. Making Strategic Decisions in Advertising Management within a Brand perspective

    Case 12.1: Boston Insurance Company

    13. Aligning Strategy to Cultural Differences in Advertising Management

    Case 13.1: Barrands Agency

    14. Managing the brand’s digital assets

    Case 14.1: AdLeaders

    15. Advertising Management when Things go Wrong

    Case 15.1: Phoenix Power Company


    Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA.

    Kim Bartel Sheehan is Professor and Director of the Master’s in Advertising and Brand Responsibility at the University of Oregon, USA.