Details

Cases in Advertising and Marketing Management

Real Situations for Tomorrow's Managers

von: Edd Applegate, Art Johnsen
48,99 €
Verlag:	Rowman & Littlefield Publishers
Format:	EPUB
Veröffentl.:	12.10.2006
ISBN/EAN:	9780742572652
Sprache:	englisch
Anzahl Seiten:	232

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Beschreibungen

Titelbeschreibung

<a href="http://www.rowmanlittlefield.com/RL/Books/Applegate/IMcasestudies.shtml">Online Instructor Manual</a> (login required)
<a href="http://www.rowmanlittlefield.com/RL/Books/Applegate/Brief.pdf">Creative Brief Form (Figure 8.1)</a> (pdf file) Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges_ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agencies or companies. Appropriate for upper-level or capstone courses in advertising and marketing management, this provocative, highly readable text provides students with insight into the situations they will face in their future careers and helps them develop valuable skills for solving problems and making sound decisions.

Titelkurzbeschreibung

Cases in Advertising and Marketing Management offers readers, whether new managers or students, opportunities to practice their abilities on realistic business situations. The authors, a professor of advertising and an agency executive, draw on their experiences in forty scenarios, each of which focuses on sample problem to analyze and uses discussion prompts to help readers work through it. This provocative book gives readers insight into the situations they will face in management positions and helps them develop valuable decision-making skills.

Inhaltsverzeichnis

Chapter 1 Foreword
 Chapter 2 Introduction
 Chapter 3
 Chapter I: The Business of Advertising and Marketing
 Chapter 4 Case 1: Smith Services, LLC: When a Client Doesn't Pay on Time
 Chapter 5 Case 2: 2 Guys and a Girl, LLC: Intellectual Property Law and Other Legal Matter
 Chapter 6 Case 3: Harrison Advertising: Growth Strategies
 Chapter 7 Case 4: The Koch Brewing Company
 Chapter 8 Case 5: International Marketing and Swanson Cosmetics
 Chapter 9 Case 6: Pricing and the Model C100
 Chapter 10 Case 7: PEST, SWOT, and the Crafts Company
 Chapter 11
 Chapter II: The Consumer
 Chapter 12 Case 8: McNair & Company: Effective Positioning: The Role of a Smart Creative Brief
 Chapter 13 Case 9: Consumer Buying Behavior and the Plumber Clothing Company
 Chapter 14 Case 10: Segmenting, Targeting, Positioning (STP) and Here's To Your Health Frozen Dinners
 Chapter 15 Case 11: B-to-B Marketing and the Venus 4Y
 Chapter 16 Case 12: Distribution Decisions and the Lawson Furniture Company
 Chapter 17 Case 13: AA Motorcycles: Using Sales Promotions
 Chapter 18 Case 14: Juan Ortiz Photography
 Chapter 19
 Chapter III: The Client
 Chapter 20 Case 15: Marshall Company's New Integrated Marketing Communications Campaign
 Chapter 21 Case 16: Objectives, Strategies, Tactics, and the Bogie II
 Chapter 22 Case 17: Bank of Ayden: Advertising Management in a Small Market
 Chapter 23 Case 18: F. T. Beverages and Marketing Strategy
 Chapter 24 Case 19: Payroll Sure Acquires 2XPayday: What Name Should the New Company Keep
 Chapter 25 Case 20: Montana Cool: A Potential New Product Disaster
 Chapter 26 Case 21: Mickey's, Incorporated: The Client and Its Ad Agency
 Chapter 27 Case 22: Venus Motor Sales: Time to Change the Advertising?
 Chapter 28 Case 23: Neptune Aquatic Club: Marketing and Advertising for th NonProfit Organizations?
 Chapter 29 Case 24: Perkins Advertising: Will Ethics Be a Problem?
 Chapter 30 Case 25: Professional Advertising and Marilyn Bright, M.D.
 Chapter 31 Case 26: Benson Machine Company: Dealing with a Client's Large Ego
 Chapter 32 Case 27: E-Commerce and Pandora's Box
 Chapter 34 Case 28: Advertising a Recording Artist: Using Short Message Service (SMS) and Multimedia Messaging Service (MMS)
 Chapter 35 Case 29: The Communications Plan of the First National Bank of Kettering
 Chapter 36 Case 30: Teaching a Client about Advertising Design
 Chapter 37
 Chapter IV: The Ad Agency
 Chapter 38 Case 31: Norman Surgical Supply Company, LLC: An Owner's Mindset
 Chapter 39 Case 32: Polk, Fales & Crumley Advertising: When an Ad Agency Becomes Stale
 Chapter 40 Case 33: P-O-P Advertising and the Taylor Advertising Agency
 Chapter 41 Case 34: West Greenville Convention and Visitors Bureau: How Badly Do You Want a New Account?
 Chapter 42 Case 35: Chantillon Champagne
 Chapter 43 Case 36: PizzaTown, Inc.: Media Planning and Budgeting
 Chapter 44 Case 37: The Design Circus: Employees Having an Affair
 Chapter 45 Case 38: Maria's Code of Ethics
 Chapter 46 Case 39: The Museum Board of the State of California: What If You Don't Like the Creative Product?
 Chapter 47 Case 40 Pete Boswell, Account Executive: Dealing with a Bad Boss
 Chapter 48
 Chapter V: Summary Cases
 Chapter 49 About the Summary Cases
 Chapter 50 Case 41: The Tools of Advertising and Marketing Management
 Chapter 51 Case 42: The People in Advertising and Marketing Management
 Chapter 52 Case 43: The Programs Used in Advertising and Marketing Management
 Chapter 53 Case 44: Jobs at Advertising Agencies
 Chapter 54 Case 45: Jobs in Marketing
 Chapter 55 Case 46: What Is the Future for Advertising and Marketing?
 Chapter 55 Index of Cases

Autorenportrait

Edd Applegate is professor of advertising at Middle Tennessee State University. He has written several books, including Strategic Copywriting: How to Create Effective Advertising. Art Johnsen is managing partner at Locomotion Creative in Nashville, Tennessee, which he co-founded in 1998. He received his M.B.A. from the University of Virginia.