Cases in Advertising Management

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.