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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. 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. Online Case Teaching Notes are available to instructors who adopt the text.
Table of Contents
| Preface | |
| Introduction: How to Analyze a Case Study | |
| Advertising Management Fundamentals | |
| Boswell Agency | |
| Issue: Structuring of an Advertising Agency | |
| The Leaky Oil Company | |
| Issue: New Business Trade-Off | |
| Prime Media | |
| Issue: Global Expansion | |
| Advertising Financial Matters | |
| Tinsdale Agency | |
| Issue: Agency Profitability | |
| Barrons Agency | |
| Issue: Agency Billing Procedures | |
| Vineyard Agency | |
| Issue: New Business Profitability | |
| Advertising Business Plans | |
| St Joseph Dispatch | |
| Issue: Advertising versus Editorial | |
| American Textbook Company | |
| Issue: Outsourcing versus In-house | |
| Advertising Planning | |
| Phoenix Power Company | |
| Issue: Advertising Message Strategy | |
| Go Organic Company | |
| Issue: Market Segmentation | |
| Randall White Dog Food | |
| Issue: Advertising Planning | |
| Advertising Budget Management | |
| Bosco Hot Sauce Company | |
| Issue: Budget Allocation Analysis | |
| Alpha Airlines | |
| Issue: Budget Allocation Analysis | |
| Southern Rice | |
| Issue: Advertising Spending | |
| Advertising Management: Dealing with People | |
| Iportal Media Company | |
| Issue: Employee/Supervisor Review | |
| Metropolitan Media Company | |
| Issue: Managing Upward | |
| The Davis Group | |
| Issue: Hiring | |
| JPT Agency | |
| Issue: Personnel Conflict | |
| Advertising Management Decisions | |
| Barrands Agency | |
| Issue: Advertising Spokesperson | |
| Zeller Group | |
| Issue: Client Trade-off | |
| Boston Life Insurance | |
| Issue: Advertising Strategy | |
| Advertising Management Environment | |
| Zoomra Motorcycles | |
| Issue: Media Vendor Conflict | |
| Gliba Media | |
| Issue: Sales Incentives Ethics | |
| Texsize Oil | |
| Issue: SEC Code Violation | |
| Managing the Future of Advertising | |
| Arends Agency | |
| Issue: Agency Structure | |
| Lawrenceville Daily | |
| Issue: Forecasting | |
| Thomson Media | |
| Issue: FCC Media Ownership Impact | |
| Managing Yourself | |
| State University | |
| Issue: Advertising Instruction Ethics | |
| KMF Agency | |
| Issue: Ethical Issue of When to Change Jobs | |
| Gotham Media | |
| Issue: New Job Responsibilities | |
| About the Authors | |
| Table of Contents provided by Ingram. All Rights Reserved. |
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