TY  - BOOK
AU  - Jethwaney,Jaishri N.
AU  - Jain,Shruti
TI  - Advertising management
SN  - 0195678435
U1  - 659.1068 JET 
PY  - 2006///
CY  - New Delhi, New York
PB  - Oxford University Press
KW  - Advertising
KW  - India
N1  - Includes bibliographical references and index; Introduction to advertising management -- Advertising in historical perspective -- Brand building and advertising management -- Advertising agency: structure and processes -- Strategey and planning process in advertising campaigns -- Consumer behaviour and advertising research -- Creative strategy and creative development -- Media strategy and planning -- Agency relationships -- Advertising classification and current issues -- Advertising: laws and ethics -- Sales promotion -- Public relations -- Rural advertising in India -- Globalization in Indian advertising -- Annexure I: The code for self regulation in advertising -- Annexure II: Advertising agencies and rulings of the Indian Newspaper Society
UR  - http://www.loc.gov/catdir/enhancements/fy0724/2006284078-d.html
ER  -