| Description |
xviii, 120 pages : illustrations ; 24 cm |
| Contents |
Machine derived contents note: Contents -- Preface -- Introduction: How to Analyze a Case Study -- Part I. Advertising Management Fundamentals -- Case 1 Boswell Agency -- Issue: Structuring of an Advertising Agency -- Case 2 The Leaky Oil Company -- Issue: New Business Trade-off -- Case 3 Prime Media -- Issue: Global Expansion -- Part II. Advertising Financial Matters -- Case 4 Tinsdale Agency -- Issue: Agency Profitability -- Case 5 Barrons Agency -- Issue: Agency Billing Procedures -- Case 6 Vineyard Agency -- Issue: New Business Profitability -- Part III. Advertising Business Plans -- Case 7 St Joseph Dispatch -- Issue: Advertising versus Editorial -- Case 8 American Textbook Company -- Issue: Outsourcing versus In-house -- Part IV. Advertising Planning -- Case 9 Phoenix Power Company -- Issue: Advertising Message Strategy -- Case 10 Go Organic Company -- Issue: Market Segmentation -- Case 11 Randall White Dog Food -- Issue: Advertising Planning -- Part V. Advertising Budget Management -- Case 12 Bosco Hot Sauce Company -- Issue: Budget Allocation Analysis -- Case 13 Alpha Airlines -- Issue: Budget Allocation Analysis -- Case 14 Southern Rice -- Issue: Advertising Spending -- Part VI. Advertising Management: Dealing with People -- Case 15 Iportal Media Company -- Issue: Employee/Supervisor Review -- Case 16 Metropolitan Media Company -- Issue: Managing Upward -- Case 17 The Davis Group -- Issue: Hiring -- Case 18 JPT Agency -- Issue: Personnel Conflict -- Part VII. Advertising Management Decisions -- Case 19 Barrands Agency -- Issue: Advertising Spokesperson -- Case 20 Zeller Group -- Issue: Client Trade-off -- Case 21 Boston Life Insurance -- Issue: Advertising Strategy -- Part VIII. Advertising Management Environment -- Case 22 Zoomra Motorcycles -- Issue: Media Vendor Conflict -- Case 23 Glib Media -- Issue: Sales Incentives Ethics -- Case 24 Texsize Oil -- Issue: SEC Code Violation -- Part IX. Managing the Future of Advertising -- Case 25 Arends Agency -- Issue: Agency Structure -- Case 26 Lawrenceville Daily -- Issue: Forecasting -- Case 27 Thomson Media -- Issue: FCC Media Ownership Impact -- Part X. Managing Yourself -- Case 28 State University -- Issue: Advertising Instruction Ethics -- Case 29 KMF Agency -- Issue: Ethical Issue of When to Change Jobs -- Case 30 Gotham Media -- Issue: New Job Responsibilities -- About the Authors |
| Summary |
"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. It can stand alone, or, for instructors who like to incorporate a combined casebook and textbook approach, be adopted alongside any standard text, including Advertising Management by the same authors." "The book contains actual 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, ethics, and managing change."--BOOK JACKET |
| Subject |
Advertising -- Management -- Case studies.
|
| Genre/Form |
Case studies.
|
| Author |
Jugenheimer, Donald W.
|
| LC no. |
2008039868 |
| ISBN |
9780765622617 paperback alkaline paper |
|
0765622610 paperback alkaline paper |
|
