Chapter 1

The new world of advertising management

Digital and global


This chapter is intended to help you:

  • Learn the foundation principles of advertising management.

  • Understand the different managerial roles in advertising.

  • Learn about the impact of digital advertising on management.

  • Learn about the impact of globalization on management.

  • Understand daily management challenges dealing with change.

Every organization needs managers. You would have likely witnessed organizations that are not well managed and some that are well managed. You may have seen the old sitcom The Office and wondered if that is what managers really do. Or perhaps you have watched the Mad Men television series about the advertising industry in the 1960s ...

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