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Catalog Advertising Management
“Gives students the tools to be account managers in the 21st century agency." (*)
This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with Cases in Advertising Management by the same authors. The book covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on "managing yourself" and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.
Endorsements:
Catalog Advertising Management
Advertising Management
By (author)
Donald W. Jugenheimer, Larry D. Kelley
e-ISBN
9780765625854
eBook Price
$29.95
Pages
232
Pub Date
February 2009
Main Subject(s)
Advertising
Course Title(s)
Advertising Management
“Gives students the tools to be account managers in the 21st century agency." (*)
This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with Cases in Advertising Management by the same authors. The book covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on "managing yourself" and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.
Endorsements:
"Finally! A text for the Ad Management class that describes both the nuts and bolts of the day-to-day tasks and also the importance of strategy to advertising development. This book gives students the tools to be account managers in the 21st century agency." — Kim Sheehan, University of Oregon (*)