1. Introduction to Advertising Management ; 2. Advertising in Historical Context ; 3. Brand Building and Advertising Mgmt ; 4. Advertising Structure and Processes ; 5. Strategy and Planning Process in Ad Campaigns ; 6. Consumer Behaviour and Advertising Research ; 7. Creative Strategy and Creative Development ; 8. Media Strategy and Planning ; 9. Digital Advertising (new chapter) ; 10. Agency Relationships ; 11. Advertising Classification and Current issues ; 12. Advertising Laws and Ethics ; 13. Sales Promotion ; 14. Public Relations ; 15. Rural Advertising in India ; 16. Globalization in Indian Advertising

Explores the emerging issues in advertising management from an Indian perspective. Examines the challenges faced by business organizations in advertising management. Contains cases and examples in the key areas of advertising management. Provides end-chapter exercises with concept review and critical thinking questions as well as interesting classroom and field projects. One new chapter on: Digital Advertising. New sections on: Decision-making in advertising agencies Basic concepts related to branding Brand expression, brand identity, brand activation Understanding the product life cycle Positioning platforms Family influence on consumption and purchase decisions The consumer class in India The Indian media scenario Lifestyle advertising Changing role of women in advertising Celebrity endorsements Social media Expanding rural marketing Creative boutiques Client-agency relationships Indian advertising gurus Extensively revised and updated content in all chapters In the CD: Video cases that include questions for analysis and class discussion.

Jaishri Jethwaney is Professor at the Indian Institute of Mass Communication (IIMC), New Delhi and has more than 35 years of experience in the industry as well as in academia. She has conducted short courses on corporate communication, health communication, and advertising. Shruti Jain is Vice President & Global Head - Corporate Communications and Brand, EXL Service, India, has around 18 years of experience in the field of communication and advertising. Earlier, she has worked in leading advertising agencies such as Ogilvy & Mather, Mudra Communications, Rediffusion DYR, etc.

Explores the emerging issues in advertising management from an Indian perspective. Examines the challenges faced by business organizations in advertising management. Contains cases and examples in the key areas of advertising management. Provides end-chapter exercises with concept review and critical thinking questions as well as interesting classroom and field projects. One new chapter on: Digital Advertising. New sections on: Decision-making in advertising agencies Basic concepts related to branding Brand expression, brand identity, brand activation Understanding the product life cycle Positioning platforms Family influence on consumption and purchase decisions The consumer class in India The Indian media scenario Lifestyle advertising Changing role of women in advertising Celebrity endorsements Social media Expanding rural marketing Creative boutiques Client-agency relationships Indian advertising gurus Extensively revised and updated content in all chapters In the CD: Video cases that include questions for analysis and class discussion.