This title is written for beginners to understand the concepts of advertising and media management. As a subject of study in core area of degree level, most of the universities offering business education have introduced Advertising and Media Management as one of the essential subjects of study for the reasons cited above. In this context, this title is prepared to give a broad outline of advertising and media management covering mainly the syllabus content at degree level. The process involved in developing advertisement and media planning is explained in a sequential order commencing from understanding advertising objective to evaluation. At the end of each chapter graded questions are given for self study.
Contents –
1. Introduction and Basic Concepts
2. Advertising and Campaign Planning
3. Creative Strategy and Advertising Budget
4. Advertising Media Strategy
5. Advertising Effectiveness and Organising Advertising Functions
Skill Development