Cases in Advertising Management

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More About This Textbook

Overview

"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.
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Product Details

  • ISBN-13: 9780765622617
  • Publisher: Sharpe, M. E. Inc.
  • Publication date: 2/10/2009
  • Edition description: New Edition
  • Pages: 144
  • Product dimensions: 7.50 (w) x 9.10 (h) x 0.40 (d)

Table of Contents

Introduction How to Analyze a Case Study

Pt. 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

Pt. 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

Pt. III Advertising Business Plans

Case 7 St. Joseph Dispatch

Issue Advertising versus Editorial

Case 8 American Textbook Company

Issue Outsourcing versus In-house

Pt. 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

Pt. 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

Pt. VI Advertising Management: Dealing With People

Case 15 Iporta1 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

Pt. 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

Pt. VIII Advertising Management Environment

Case 22 Zoomra Motorcycles

Issue Media Vendor Conflict

Case 23 Glib Media

Issue SalesIncentives Ethics

Case 24 Texsize Oil

Issue SEC Code Violation

Pt. IX Managing the Future of Advertising

Case 25 Arends Agency

Issue Agency Structure

Case 26 Lawrenceville Daily News

Issue Forecasting

Case 27 Thomson Media

Issue FCC Media Ownership Impact

Pt. 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

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