It gives me immense pleasure to present this First Edition of Agency Management to the teachers and students of BAMMC Fifth Year. In this addition, the subject matter in all the chapters is divided and adjusted in a logical manner. The objective of this subject as per University of Mumbai guidelines is to provide an understanding of media theories – to acquaint the students with concepts, techniques and give experience in the application of concepts for developing an effective advertising campaign, to understand how an ad agency works and what opportunities exist, to familiarize students with the different aspects of running an ad agency; and to inculcate competencies thereby enabling to undertake professional work with advertising industry.
The BAMMC syllabus came in to effect from June 2019. The syllabus is divided into five modules. The topics are discussed in a detailed and simple manner. Possible question are given at the end of each paper. I hope this edition will be useful to the teachers and students.
1. Introduction to Agency Management
2. Advertising Campaign
4. Client-Agency Relationship
5. Agency Expansion