Cases in Advertising Management
“Cases in Advertising Management” by Larry D. Kelley, published by M.E. Sharpe in 2009, is a comprehensive resource designed for students and instructors in Advertising Management courses. This edition spans 120 pages and presents a variety of short, medium-length, and longer cases that illuminate key topics in the field. The book can be utilized independently or alongside standard texts, including the authors’ own “Advertising Management.” It emphasizes real-life cases that reflect current trends in the advertising and promotion industry, particularly focusing on digital media and integrated marketing communications.
Readers will find a detailed introduction on how to analyze a case study, followed by 30 diverse cases that cover essential subjects such as financial management, business planning, and strategic planning. This structured approach allows for a thorough exploration of advertising management concepts, making it suitable for a semester-long course. The book’s focus on practical applications and current industry trends provides valuable insights into the complexities of advertising and promotion, making it a relevant addition to any academic curriculum in business and economics.
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“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.
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