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This book blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. This new edition textbook offers an integrated and global approach to Advertising Management, provided by case study analysis.
List of contents
1. The New World of Advertising Management: Digital and Global Case 1.1: Boswell Agency 2. Culture, Administration and Leadership in a Global Market Case 2.1: Prime Media 3. Advertising Ethnics and Social Responsibility Across Cultures Case 3.1: KMF Agency 4. Understanding the role of Finance and Budgeting Case 4.1: The Southern Rice Company Case 4.2: Vineyard Agency 5. Managing Means Measuring Case 5.1: Randall White Dog Food Case 5.2: Tinsdale Agency and Design 6. An Overview of Personnel Management Case 6.1: IPortal Media Company 7. Adjusting to Being a New Manager Case 7.1: Metropolitan Media Company Case 7.2: Gotham Media 8. Managing Creative People Case 8.1: JPT Agency 9. Managing across Cultures Case 9.1: The Davis Group 10. Handling Tricky Situations Case 10.1: The Leaky Oil Company 11. Management and Creative Strategy Case 11.1: Go Organic Company 12. Making Strategic Decisions in Advertising Management within a Brand perspective Case 12.1: Boston Insurance Company 13. Aligning Strategy to Cultural Differences in Advertising Management Case 13.1: Barrands Agency 14. Managing the brand’s digital assets Case 14.1: AdLeaders 15. Advertising Management when Things go Wrong Case 15.1: Phoenix Power Company
About the author
Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA.
Kim Bartel Sheehan is Professor and Director of the Master’s in Advertising and Brand Responsibility at the University of Oregon, USA.
Summary
This book blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. This new edition textbook offers an integrated and global approach to Advertising Management, provided by case study analysis.
