Overview

Main focus of this book Economic and social Issues in Advertising and Public Relations in the 21ist century the book tried to analytically look at advertising and society, classification of advertising, budgeting, advertising campaigns management, budgeting implementation and evaluation and other related issues. Identifying the target market, the right channel of communication the message strategy and concept development is the central idea of this book. Planning is key to a successful public relations campaign. This stage or process involves proper formulation of objectives and risk assessment on the identified need. Also, it involves budget setting, defending and securing approval from management who sometimes act or respond as if it were waste of money. The book therefore gives an insight into what to budget for, for when you budget well you defend well. What it takes to manage advertising campaign and implement public relations programmes for various publics and stakeholders in an organisation in the 21st century.

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