Advertising simply put is telling and selling the product. Advertising Management though is a complex process of employing various media to sell a product or service. This process begins quite early from the marketing research and encompasses the media campaigns that help sell the product. Without an effective advertising management process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence, companies that believe in an effective advertising management process are always a step ahead in terms of selling their goods and services. Advertising endeavours to make skillful use of the communication approach by focusing it for achievement of specified objectives. Most advertising is used in business and marketing strategies and has commercial orientation. This informative book introduces students to the basic concepts, practices and analytic techniques of advertising management. Shows how abstract theory and principles maybe related to advertising management as it is practised.
