Advertising Management

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

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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.

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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

Index
About the Authors