We have great pleasure in presenting First edition “Advertising and Media Management” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Advertising and Media Management. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
1. Introduction to Integrated Marketing Communication
2. Consumer and Media
3. Advertising Program
4. Other Elements of IMC- Sales Promotion, PR, Events and Experiences and Word of Mouth
5. Measuring Effectiveness
