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" (978-0-7656-2261-7) by the same authors. "Advertising Management" 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.
Table of Contents
Preface and Acknowledgements; Part I. Advertising Management Fundamentals; 1. Foundations of Advertising Management; 2. Culture of Advertising Management, Administration, and Leadership; 3. Advertising Management Trends; Part II. Advertising Financial Matters; 4. Accounting in Advertising; 5. Financing Advertising; Part III. Advertising Business Plans; 6. Advertising Organizational Values and Culture; 7. Advertising Managerial Goals and Objectives; Part IV. Advertising Planning; 8. Advertising Management Opportunities; 9. Advertising Managerial Analyses; Part V. Advertising Budget Management; 10. Advertising Budgeting; Part VI. Advertising Management: Dealing with People; 11. Organizational Conflict, Power, and Communication in Advertising; 12. Advertising Personnel Management; 13. Advertising Personnel Management: Specific Approaches; Part VII. Advertising Management Decisions; 14. Advertising Strategies and Plans; 15. Decision Making in Advertising; Part VIII. Advertising Management Environment; 16. Advertising Constraints and Restraints; 17. Advertising Management Ethics and Social Responsibilities; Part IX. Managing the Future of Advertising; 18. Advertising Organizational Effectiveness; 19. Managing Change in Advertising; Part X. Managing Yourself; 20. Advertising Management Concerns; 21. Personal Management; About the Authors; Index.