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.

* Unlike competing texts that place media planning within a marketing context, this textbook provides an integrated and holistic approach to the full media planning process from an agency perspective. * This is a new edition of a highly regarded and core adoptable textbook, fully updated with the most recent trends and examples in digital and global campaign planning, supported by mini-case studies, examples, and activities throughout. * Divided into four key parts and bite-sized chapters to suit programme delivery, with supporting online resources to aid lecture preparation.

* Unlike competing texts that place media planning within a marketing context, this textbook provides an integrated and holistic approach to the full media planning process from an agency perspective. * This is a new edition of a highly regarded and core adoptable textbook, fully updated with the most recent trends and examples in digital and global campaign planning, supported by mini-case studies, examples, and activities throughout. * Divided into four key parts and bite-sized chapters to suit programme delivery, with supporting online resources to aid lecture preparation.

Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

"Cases in Advertising Management" offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors.The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction ('How to Analyze a Case Study') is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change.

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.

This book is an evaluation of the new legislative politics in the Soviet Union. The contributors examine the uneven progress of electoral and constitutional reform, the composition, organisation, staffing and procedures of the Congress of People's Deputies and the Supreme Soviet, the development of factions, movements and parties on the left, on the right, and of the nationalist bent, the path of executive-legislative relations and case studies of the role of the legislature on domestic and foreign policy realms. This book should prove of interest to students of Soviet politics, political parties, and legislative politics, as well as for anyone interested in the struggle of political ideas, forces, and institutions in the USSR today.

This book is an evaluation of the new legislative politics in the Soviet Union. The contributors examine the uneven progress of electoral and constitutional reform, the composition, organisation, staffing and procedures of the Congress of People's Deputies and the Supreme Soviet, the development of factions, movements and parties on the left, on the right, and of the nationalist bent, the path of executive-legislative relations and case studies of the role of the legislature on domestic and foreign policy realms. This book should prove of interest to students of Soviet politics, political parties, and legislative politics, as well as for anyone interested in the struggle of political ideas, forces, and institutions in the USSR today.

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

If you've ever been introduced to a new employee at the office as "the guy who got drunk at the Christmas party and danced with the boss's wife," then you can relate to office screw-ups. But there's good news. You don't have to relocate to Antarctica or dodge the water cooler at the office anymore.

In "You've Screwed Up. Now What?!" advertising expert, Larry D. Kelley, shares his wisdom on the common mistakes that companies and their workers often go through - from signing a document you probably shouldn't have to running a balance sheet into the ground - and explains how anyone can make the best out of a screw up with his or her job and dignity intact. Kelley incorporates the Weasel of Wisdom to show you how to remedy your mistake and keep it from happening again.

Witty and irreverent, "You've Screwed Up. Now What?!" is what you need to get you out of any bad mistake. But best of all, you'll begin to revel in your ability to screw up on your terms!

If you've ever been introduced to a new employee at the office as "the guy who got drunk at the Christmas party and danced with the boss's wife," then you can relate to office screw-ups. But there's good news. You don't have to relocate to Antarctica or dodge the water cooler at the office anymore.

In "You've Screwed Up. Now What?!" advertising expert, Larry D. Kelley, shares his wisdom on the common mistakes that companies and their workers often go through - from signing a document you probably shouldn't have to running a balance sheet into the ground - and explains how anyone can make the best out of a screw up with his or her job and dignity intact. Kelley incorporates the Weasel of Wisdom to show you how to remedy your mistake and keep it from happening again.

Witty and irreverent, "You've Screwed Up. Now What?!" is what you need to get you out of any bad mistake. But best of all, you'll begin to revel in your ability to screw up on your terms!

The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.