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OverviewAdvertising has today become an indispensable marketing tool of the corporate world. The advent of the Internet, e-commerce, data analytics, and computer-aided designing has revolutionized the advertising world. This book provides an in-depth coverage of the concepts related to advertising, media planning, and nuances of advertising in each media source. Divided into five parts, the text covers advertising basics, advertising research and strategy, creativity and advertising, advertising media, and integrated marketing communications. The book describes how to develop and execute an effective advertising campaign by understanding consumers' mindset and conducting advertising research. It also enables the reader to assess, review and modify an advertising campaign through case studies of several brands. The third edition of the book appropriately incorporates a chapter on 'Digital Marketing', and 'Rural Marketing' along with revamping and reorganising contents of book to enhance the learning process. Key features A large number of ads, current as well as from the past, are used to elucidate the concepts. The text helps the reader analyze an ad copy and find its relevance to the product. Case studies on popular brands are provided throughout the text to assist the reader in understanding the key elements of successful brand building. The book is primarily intended to serve as a text for postgraduate students of management and the students pursuing various courses in advertising. Full Product DetailsAuthor: Sangeeta Sharma, Ph.D. , Raghuvir SinghPublisher: PHI Learning Imprint: PHI Learning Edition: 3rd Revised edition ISBN: 9788195161171ISBN 10: 8195161170 Pages: 456 Publication Date: 28 February 2022 Audience: College/higher education , Tertiary & Higher Education Format: Paperback Publisher's Status: Active Availability: To order  Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us. Table of ContentsPreface Preface to the First Edition Part 1: Advertising Basics 1. Advertising: Introduction 2. Advertising and Society 3. Advertising: A Marketing Tool Part 2: Advertising Research and Strategy 4. The Consumer Behaviour 5. Advertising Planning 6. Advertising Research and Account Planning 7. Working of Advertising Part 3: Creativity and Advertising 8. Role of Creativity 9. Creativity through Language Part 4: Advertising Media 10. Print Media 11. Television and Radio 12. Digital Advertising Part 5: Integrated Marketing Communications 13. Advertising and Integrated Marketing Communications 14. Rural Marketing 15. Advertising in a Multicultural Environment Bibliography IndexReviewsAuthor InformationSangeeta Sharma is Professor in the Department of Humanities and Social Sciences at BITS, Pilani, and has also been Head of Department and Centre for Women Studies. She has been teaching communication, creativity, and advertising for the last 30 years. Dr. Sangeeta has excelled in all aspects of academics such as classroom delivery, corporate connect and training, writing of books and research papers, paper presentation in national and international conferences. She has to her credit more than 25 books published by reputed national and international publishers such as Oxford University Press, PHI Learning, Wiley and others. Raghuvir Singh is Vice-Chancellor of Teerthanker Mahaveer University, Moradabad (UP). He has 25 years of teaching and administrative experience at various University departments and Autonomous Management Institutes as Director and HOD in the Institutes like Manipal University, Jaipur; BITS, Pilani; Mody University, Lakashmangarh; BIT, Mesra (Jaipur); IILM Jaipur; ISTE, New Delhi; UPES, Gurgaon, JK Business School, Gurgaon. Dr. Singh has hands-on experience in developing Quality Education Eco-System in HEIs and has conducted numerous MDPs for a number of corporate houses on Leadership, Interpersonal Skills, Strategic Roadmaps using BSC, FIRO-B, Leadership Grid, Thomson Scale and MBTI etc. His Research Areas include Turnaround and Mergers, Human Resource and Outcome Based Education. Tab Content 6Author Website:Countries AvailableAll regions |
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