Chapter Objectives (1 of 2)
    1. Why is an understanding of advertising theories 
       important in the advertising management process?
    2. What is the relationship of advertising expenditures 
       to advertising effectiveness?
    3. When should a company employ an external 
       advertising agency rather than completing the work 
       in-house?
    4. How do companies choose advertising agencies?
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    Chapter Objectives (2 of 2)
    5. What are the primary job functions within an 
       advertising agency?
    6. What are the advertising campaign parameters that 
       should be considered?
    7. How does a creative brief facilitate effective 
       advertising?
    8. What are the implications of advertising 
       management in the global arena?
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    Zhender Communications
    • Full-service agency
    • Challenges traditional 
      thinking
    • Innovation
    • Campaign integration
    • Best place to work
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   Figure 5.1 Overview of Integrated 
   Marketing Communications
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    Chapter Overview
    • Advertising management
    • Advertising theory
    • Relationship of advertising 
      expenditures to success
    • Choosing an advertising agency
    • Advertising parameters
    • Creative brief
  Copyright © 2018 Pearson Education Ltd. All Rights Reserved