1st Edition
Advertising Management
232 Pages
by
Routledge
232 Pages
by
Routledge
232 Pages
by
Routledge
Also available as eBook on:
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... Read more
Preface and Acknowledgements; Part I. Advertising Management Fundamentals; 1. Foundations of Advertising Management; 2. Culture of Advertising Management, Administration, and Leadership; 3. Advertising Management Trends; Part II. Advertising Financial Matters; 4. Accounting in Advertising; 5. Financing Advertising; Part III. Advertising Business Plans; 6. Advertising Organizational Values and Culture; 7. Advertising Managerial Goals and Objectives; Part IV. Advertising Planning; 8. Advertising Management Opportunities; 9. Advertising Managerial Analyses; Part V. Advertising Budget Management; 10. Advertising Budgeting; Part VI. Advertising Management: Dealing with People; 11. Organizational Conflict, Power, and Communication in Advertising; 12. Advertising Personnel Management; 13. Advertising Personnel Management: Specific Approaches; Part VII. Advertising Management Decisions; 14. Advertising Strategies and Plans; 15. Decision Making in Advertising; Part VIII. Advertising Management Environment; 16. Advertising Constraints and Restraints; 17. Advertising Management Ethics and Social Responsibilities; Part IX. Managing the Future of Advertising; 18. Advertising Organizational Effectiveness; 19. Managing Change in Advertising; Part X. Managing Yourself; 20. Advertising Management Concerns; 21. Personal Management; About the Authors; Index.
Biography
Jugenheimer, Donald W; Kelley, Larry D; Monroe, Fogarty Klein
