Practical advertising management. by J. M. Higginson

Cover of: Practical advertising management. | J. M. Higginson

Published by Pitman and Sons in London .

Written in English

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Open LibraryOL19180381M

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Advertising Management. This book explains the following topics: Concepts of Advertising, Integrated Advertising Program, Understanding Message Strategy, Media, Campaign Making and Advertising. This lecture note focuses on practical experience that blends theory and practice.

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Price New from Used from Paperback "Please retry" $ — $ Author: UNKNOWN. Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions—in the order in which they must be made—involved in the development and execution of an advertising campaign.

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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.Advertising simply put is telling and selling the product.

Advertising Management though is a complex process of employing various media to sell a product or service. This process begins quite early from the marketing research and encompasses the media campaigns that help sell the product.

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