Trends in Advertising Management
Contents: Preface. 1. Introduction. 2. Trends in advertising management. 3. Comparative advertising in India: need to strengthen regulations. 4. Advertising, public relations and crisis management. 5. The advertising relationship. 6. Overview of branding and brand measurement for online advertising. 7. Role of advertising agencies in behavior change communication. 8. News and advertisements: how negative news may reverse advertising effects. 9. Advertising planning, and decision-making. 10. Measuring the effects and effectiveness of interactive advertising. 11. Privacy preserving targeted advertising. 12. Key success factors in internet advertising. 13. Global marketing, online advertisement and brand positioning. 14. Abusive advertising or the internet through Spam. Bibliography. Index.
Advertising has been defined as any paid form for non-personal presentation and promotion of ideas, goods or services by an identified sponsor American Marketing Association, quoted in Bennet, and more narrowly as any human communication intended to persuade or influence buyers in their purchase decisions. Advertising lies at the juncture where culture and the economy interact: its primary purpose is to sell products and services by stimulating purchasing behaviour and it does this by using strategies that rework culture, creating aspirations and new desires for products. The major environmental factors that impact on advertising are: the economy, demography, culture, the political and legal system. (jacket)
Advertising has been defined as any paid form for non-personal presentation and promotion of ideas, goods or services by an identified sponsor American Marketing Association, quoted in Bennet, and more narrowly as any human communication intended to persuade or influence buyers in their purchase decisions. Advertising lies at the juncture where culture and the economy interact: its primary purpose is to sell products and services by stimulating purchasing behaviour and it does this by using strategies that rework culture, creating aspirations and new desires for products. The major environmental factors that impact on advertising are: the economy, demography, culture, the political and legal system. (jacket)
