Advertising is a management Function. While advertising is the event, advertising management is the whole process –a function of marketing starting from market research continuing through advertising management does not stop here. It goes further in regard to evaluation of the whole cost-benefits that were involved in the whole exercise. The present volume is written with the objective of giving students and practitioners the framework and knowledge with which to make more effective advertising decisions, and to communicate some of the excitement and vitality that characterizes the advertising business. It tries to pull together what we currently know about how advertising works, and to draw lessons from that knowledge for better advertising management.
ABOUT THE AUTHOR A C Mittal
Dr. A.C. Mittal is currently senior Lecturer in Department of Economics DAV (PG) College, Bulandshahr. He has been teaching post-graduate classes for the last two decades. He has contributed a number of research papers in various journals and seminars. He has also written books on several issues related to Indian Economics, International Economics, Statistics, Rural & Tribal Development.
ABOUT THE AUTHOR B S Sharma
B.S. Sharma, did his B.Sc. in 1969 and B.Ed. in 1971 from the Meerut university. He received his Master degree in Commerce in 1982 from the Meerut university. Shri Sharma is the Vice Principal (Head of School) of the Ramjas Senior Secondary School, Delhi. With his vast teaching experience at his hand, he is deeply involved into writing of books and papers on various management issues. He holds regular discussions and debates on management topics among general public and students as well.
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