Title: Advertising Management Author: Donald W. Jugenheimer, Larry D. Kelley ISBN: 0765622602 / 9780765622600 Format: Soft Cover Pages: 288 Publisher: Routledge Year: 2009 Availability: In Stock
Description
Contents
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.
Preface and Acknowledgments
Part I : Advertising Management Fundamentals
Chapter 1 : Foundations of Advertising Management Chapter 2 : Culture of Advertising Management, Administration, and Leadership Chapter 3 : Advertising Management Trends
Part II : Advertising Financial Matters Chapter 4 : Accounting in Advertising Chapter 5 : Financing Advertising
Part III : Advertising Business Plans
Chapter 6 : Advertising Organizational Values and Culture Chapter 7 : Advertising Managerial Goals and Objectives
Part IV : Advertising Planning
Chapter 8 : Advertising Management Opportunities Chapter 9 : Advertising Managerial Analyses
Part V : Advertising Budget Management
Chapter 10 : Advertising Budgeting
Part VI : Advertising Management : Dealing with People
Chapter 11 : Organizational Conflict, Power, and Communication in Advertising Chapter 12 : Advertising Personnel Management Chapter 13 : Advertising Personnel Management : Specific Approaches
Part VII : Advertising Management Decisions
Chapter 14 : Advertising Strategies and Plans Chapter 15 : Decision Making in Advertising
Part VIII : Advertising Management Environment
Chapter 16 : Advertising Constraints and Restraints Chapter 17 : Advertising Management Ethics and Social Responsibilities
Part IX : Managing the Future of Advertising
Chapter 18 : Advertising Organizational Effectiveness Chapter 19 : Managing Change in Advertising
Part X : Managing Yourself
Chapter 20 : Advertising Management Concerns Chapter 21 : Personal Management