Explores the emerging issues in advertising management from an Indian perspective.Examines the challenges faced by business organizations in advertising management.Contains cases and examples in the key areas of advertising management.Provides end-chapter exercises with concept review and critical thinking questions as well as interesting classroom and field projects.One new chapter on: Digital Advertising.New sections on:Decision-making in advertising agenciesBasic concepts related to brandingBrand expression, brand identity, brand activationUnderstanding the product life cyclePositioning platformsFamily influence on consumption and purchase decisionsThe consumer class in IndiaThe Indian media scenarioLifestyle advertisingChanging role of women in advertisingCelebrity endorsementsSocial mediaExpanding rural marketingCreative boutiquesClient-agency relationshipsIndian advertising gurusExtensively revised and updated content in all chaptersIn the CD: Video cases that include questions for analysis and class discussion.