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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.

"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 fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

The Advertising and PR Account Management Workshop is designed for students seeking knowledge and skills required for a senior-level account management position in advertising or public relations agencies.The "workshop" approach provides an authentic, hand-on guide to contemporary account management. Each of the 20 workshop sessions includes learning goals, key words, text material, quizzes, and application activities-all crafted to build proficiency in using the tools of the trade.Advance Praise:"Finally! A textbook with real tools and tips for students interested in account management. The workshop approach helps make teaching interactive and gives students hands-on learning opportunities. I plan to use it in a new account management course this year." -Michael Hanley, Ball State University"The Advertising and PR Account Management Workshop is a well-organized, easy-to-read book that clearly explains how to have a successful career as an Account Manager in any business. It is an invaluable guide for university students on all levels." -Margo Berman, Florida International University"The Advertising and PR Account Management Workshop takes a learn-by-doing approach for critical tasks and responsibilities of the account manager from the entry level to the senior executive level. It does this through effective structure, challenging content, and collaborative tools." -From the Foreword by Fred Cook, CEO, Golin

The Advertising and PR Account Management Workshop is designed for students seeking knowledge and skills required for a senior-level account management position in advertising or public relations agencies.The "workshop" approach provides an authentic, hand-on guide to contemporary account management. Each of the 20 workshop sessions includes learning goals, key words, text material, quizzes, and application activities-all crafted to build proficiency in using the tools of the trade.Advance Praise:"Finally! A textbook with real tools and tips for students interested in account management. The workshop approach helps make teaching interactive and gives students hands-on learning opportunities. I plan to use it in a new account management course this year." -Michael Hanley, Ball State University"The Advertising and PR Account Management Workshop is a well-organized, easy-to-read book that clearly explains how to have a successful career as an Account Manager in any business. It is an invaluable guide for university students on all levels." -Margo Berman, Florida International University"The Advertising and PR Account Management Workshop takes a learn-by-doing approach for critical tasks and responsibilities of the account manager from the entry level to the senior executive level. It does this through effective structure, challenging content, and collaborative tools." -From the Foreword by Fred Cook, CEO, Golin

When the first edition of Herbert Gardner's The Advertising Agency Business was published, it was heralded as the most comprehensive management guide to this dynamic, fast-changing business. The second edition established the book as the standard work on the subject. This newly revised edition by Eugene Hameroff continues that tradition. In twenty-eight short, easy-to-read chapters, you will find out how to: Start an agency Manage your agency profitably with key financial insights, including expert guidance on determining income and profit; allocating gross income, developing solid billing procedures; identifying key operating figures; developing timely, reliable financial reports for your agency and for your clients Evaluate an agency Structure ownership Manage, develop, and evaluate personnel Develop mutually beneficial relationships with clients and suppliers Generate new business through aggressive lead generation knowledgeable assessment of client personnel blockbuster presentations Drawing on more than a half century of experience in agency administration, finance, and general management, this all-new edition is the indispensable guide for every advertising professional and for anyone who wants to know more about successful advertising business practice.

Ad Critique teaches advertising, marketing, and management students--both the "suits" and the "creatives"--how to effectively judge and critique creativity in advertising. This textbook is an instruction manual; a facilitator of dialogue; a companion piece to classroom content. Its lessons result in actual skills that enable students to look at the creative product and embolden them to say something constructive and worthwhile.

Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and`brand magic.' The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts.

Practical and applicable suggestions are given to the reader on how to write and implement a marketing plan, how to design effective publications, and the role of advertising in college enrollment. The author stresses the importance of financial aid in enrollment and retention management. Suggestions are given on how to integrate financial aid into the marketing, admissions, and retention management programs. The elements of an effective financial counseling and debt management program are given.The importance of retention management in enrollment management and the elements of a successful retention management program provide the reader with suggestions on how to integrate the two programs. The inclusion of over 40 retention management suggestions offers higher education administrators a practical formula for implementing effective retention management programs.

Whereas many organizational communication texts address internal communication processes, few consider the efforts that companies expend to communicate with external stakeholders. Likewise, many texts that concentrate on public relations or advertising consider external communication, but fail to give attention to internal communication. Combining both points of view, this text explains how an entire organization operates through enactments of personnel and external stakeholders. Central to this book is a concern for meaning and its influence on the performance of jobs in response to expectations of co-workers and external publics. The concept of narrative is used to explain how individual and organization performance is the expression of personae that are best when enacted jointly -- in varying degrees of coordination -- to satisfy mutual performance expectations. Narrative explains the power of organizational meaning, interpersonal contacts, group performance, stakeholder negotiation, and internal and external organizational zones of meaning -- assumptions that are shared by people who enact an organization through coordinated efforts.

Explains why and how broadcast stations are federally licensed, discusses call letters, FM history, site selection, permit application, equipment, format, and advertising, and tells how to handle the business aspects of running a station

Explains why and how broadcast stations are federally licensed, discusses call letters, FM history, site selection, permit application, equipment, format, and advertising, and tells how to handle the business aspects of running a station

As an industry, interactive is different. The work entails elements of software development, marketing, and advertising, yet it’s neither purely technical nor traditional “agency” work. Delivery methods are different, and because the industry is relatively new, the gap in understanding between the clients buying the work and the teams building it is often wide. Enter the geek girls guide. Nancy Lyons and Meghan Wilker don’t just tell you how to deliver digital work, they demonstrate how to think about it. Interactive Project Management: Pixels, People, and Process helps clients, agencies, and industry professionals better understand the critical role of interactive project management, and presents a collaborative, people-focused approach to delivering high-quality digital work. In this book, the authors: Define the unique characteristics of interactive projects Explain the importance of emotional intelligence in the workplace Discuss communication techniques that help teams work together more efficiently Outline a process and specific deliverables that clarify how to think about critical aspects of a project Provide questions, tasks, tips, and advice that effectively move teams from initiation to launch

Winner, Association of American Publishers' Professional and Scholarly Publishing Award in Business, Management and AccountingIn the late nineteenth century, corporate managers began to rely on photography for everything from motion studies to employee selection to advertising. This practice gave rise to many features of modern industry familiar to us today: consulting, "scientific" approaches to business practice, illustrated advertising, and the use of applied psychology.In this imaginative study, Elspeth H. Brown examines the intersection of photography as a mass technology with corporate concerns about efficiency in the Progressive period. Discussing, among others, the work of Frederick W. Taylor, Eadweard Muybridge, Frank Gilbreth, and Lewis Hine, Brown explores this intersection through a variety of examples, including racial discrimination in hiring, the problem of photographic realism, and the gendered assumptions at work in the origins of modern marketing. She concludes that the goal uniting the various forms and applications of photographic production in that era was the increased rationalization of the modern economy through a set of interlocking managerial innovations, technologies that sought to redesign not only industrial production but the modern subject as well.

Essays cover finance, competition, foreign banks, bank manangement, corporate policies, personnel management, capital planning, accounting, investment instruments, credit services, advertising, and fiscal policies

Winner, Association of American Publishers' Professional and Scholarly Publishing Award in Business, Management and AccountingIn the late nineteenth century, corporate managers began to rely on photography for everything from motion studies to employee selection to advertising. This practice gave rise to many features of modern industry familiar to us today: consulting, "scientific" approaches to business practice, illustrated advertising, and the use of applied psychology.In this imaginative study, Elspeth H. Brown examines the intersection of photography as a mass technology with corporate concerns about efficiency in the Progressive period. Discussing, among others, the work of Frederick W. Taylor, Eadweard Muybridge, Frank Gilbreth, and Lewis Hine, Brown explores this intersection through a variety of examples, including racial discrimination in hiring, the problem of photographic realism, and the gendered assumptions at work in the origins of modern marketing. She concludes that the goal uniting the various forms and applications of photographic production in that era was the increased rationalization of the modern economy through a set of interlocking managerial innovations, technologies that sought to redesign not only industrial production but the modern subject as well.

Consumer Health: Making Informed Decisions is a concise, current text with the most up-to-date information about health care reform and insurance. It is devoted to the most important issues relative to consumer health issues, including advertising, dietary supplements, herbal remedies, weight management, and medications. There are in-depth analyses of the American health care system, insurance options, and consumer protection. The text also takes a critical look at complementary and alternative therapies. Throughout the text, there are guidelines for making decisions that can benefit the individual. A comprehensive list of learning objectives precede each chapter and a list of study questions conclude each chapter. The questions are designed to help the student summarize the major points of the chapter, prepare for exams, and critically analyze the material contained in the chapters.Instructor Resources: PowerPoint Presentations

Gain exclusive access to the secrets to building an enterprise AI start-up.AI innovation helps with every aspect of the business, from the supply chain, marketing, and advertising, customer service, risk management, operations to security. Industries from different verticals have been adopting AI and get real business values out of it. This book guides you through each step, from defining the business need and business model, all the way to registering IP and calculating your AI start-up valuation. You see how to perform market and technology validation, perform lean AI R&D, design AI architecture, AI product development and operationalization. The book also cover building and managing an AI team, along with attracting and keeping business and developer users, Building an Enterprise AI start-up is hard because Enterprise AI is an effort to build applications to mimic human intelligence to solve business problems. Hence it has a different challenge from building traditional non-AI applications, such as scouting, recruiting and managing AI talents; designing the most cost-efficient and scalable Enterprise AI; or establishing the best practice to operationalize AI in production As we are in the dawn of the AI-first product wave, AI-powered products for enterprises will be created for many years to come andAI Startup Strategyis the one-stop guide for it. What You'll Learn Match customers expectation VS technical feasibility Justify business values and ROI for customers Review the best business models for high valuation enterprise AI start-ups Design an AI product that gives a satisfactory experience for the user Register and value AI IP Who This Book is For Startup Founders, Product Managers, Software Architects/Lead Engineers, Executives. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged.

When it comes to the creation of great advertising and the delivery of effectively integrated communications programs, there is no function more important than good account management - just ask any client. That's what makes this book so valuable. THE NEW ACCOUNT MANAGER is thoughtfully crafted by two advertising-veterans-turned-educators with combined 30+ years in the agency business. They combine traditional account management skills with the new challenges of today's always-changing environment, and the result is a bright, practical, and thoroughly readable approach to "one of the most amazing jobs anywhere."