Advertising

Planning and Implementation
2. Auflage 2021
ISBN: 978-81-946851-0-4
Verlag: PHI

Buch, Englisch, 488 Seiten, Paperback, Format (B × H): 178 mm x 235 mm

Advertising has today become an indispensable marketing tool of the corporate world. The advent of the Internet, e-commerce, desktop publishing 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 creativity in advertising.

Divided into five parts, the text covers all the important aspects of advertising, including the changing face of the advertising world, web advertising and the concept of Integrated Marketing Communications (IMC). It describes, in detail, how to develop and execute an effective advertising campaign by understanding consumers' mind and conducting advertising and media research. It enables the reader to assess, review and modify an advertising campaign or a media plan.

The second edition of the book appropriately incorporates a chapter on ‘Digital Marketing’.

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.

Autoren/Hrsg.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Werbeindustrie

Inhaltsverzeichnis

- Preface
- Preface to the First Edition
- Part One: Advertising Basics
- 1. Advertising: Introduction
- 2. Advertising and Society
- 3. Advertising: A Marketing Tool
- Part Two: Advertising Research and Strategy
- 4. The Consumer Behaviour
- 5. Advertising Planning
- 6. Advertising Research and Account Planning
- 7. Working of Advertising
- Part Three: Creativity and Advertising
- 8. Role of Creativity
- 9. Creativity through Language
- 10. Layout of Advertising
- Part Four: Advertising Media
- 11. Print Media
- 12. Television and Radio
- 13. Digital Advertising
- Part Five: Integrated Marketing Communications
- 14. Advertising and Integrated Marketing Communications
- 15. Advertising in a Multicultural Environment
- Bibliography
- Index

Über Autor(innen)

Sangeeta Sharma is Associate 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. She 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. He 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.