· Advertising Agency : Concept, Functions, Benefits ( To Clients & To Media), Types, Selection of an Ad Agency, Organization of Ad Agency , Agency-client relationship, Methods of remunerations to ad agency(Commission System, Fee System, Service Charges).
· Ad Agency in India
Role of ASCI
Note: Latest edition of the readings may be used.
e-RESOURCES
JOURNALS
Links:
[1] https://business.iisuniv.ac.in/courses/subjects/advertising-management-15
[2] http://www.untag-smd.ac.id/files/Perpustakaan_Digital_1/ADVERTISING%20Advertising%20and%20Promotion%20Communicating%20Brands.pdf
[3] https://business.iisuniv.ac.in/academic-year/2023-2024