Advertising Management

This book is designed to familiarizes readers with a wide range of managerial issues faced by modern advertising strategists in planning implementing, and controlling the advertising efforts of various enterprises. It contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advertisement. It probes the challenges and opportunities created by digital technologies for the advertising industry, examines new advertising solutions and business models, analyses consumer uptake, and predicts industry growth patterns and winning solutions. It is hoped that the book will give students, practitioners and anyone involved in marketing, advertising, or brand creation, 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 industry.