Advertising Management in a Digital Environment

Table of contents

1. Cover
2. Half Title
3. Title Page
4. Copyright Page
5. Table of Contents
6. Introduction: Applied learning: the case study approach
7. 1 The new world of advertising management: digital and global
   1. Case 1.1 Boswell Agency
8. 2 Culture, administration and leadership in a global market
   1. Case 2.1 Prime Media
9. 3 Advertising ethics and social responsibility across cultures
   1. Case 3.1 KMF Agency
10. 4 Understanding the role of finance and budgeting
    1. Case 4.1 The Southern Rice Company
    2. Case 4.2 Vineyard Agency
11. 5 Managing means measuring: what and how to measure
    1. Case 5.1 Randall White Dog Food
    2. Case 5.2 Tinsdale Agency and Design
12. 6 An overview of advertising personnel management
    1. Case 6.1 IPortal Media Company
13. 7 Adjusting to being a new manager in advertising
    1. Case 7.1 Metropolitan Media Company
    2. Case 7.2 Gotham Media
14. 8 Managing creative people
    1. Case 8.1 JPT Agency
15. 9 Managing across cultures
    1. Case 9.1 The Davis Group
16. 10 Handling tricky situations
    1. Case 10.1 The Leaky Oil Company
17. 11 Management and creative strategy
    1. Case 11.1 Go Organic Company
18. 12 Making strategic decisions in advertising management within a brand perspective
    1. Case 12.1 Boston Life Insurance Company
19. 13 Aligning strategy to cultural differences in advertising management
    1. Case 13.1 Barrands Agency
20. 14 Managing the brand’s digital assets
    1. Case 14.1 AdLeaders
21. 15 Advertising management when things go wrong
    1. Case 15.1 Phoenix Power Company
22. Index