Planning and Implementation
Buch, Englisch, 488 Seiten, Paperback, Format (B × H): 178 mm x 235 mm
ISBN: 978-81-946851-0-4
Verlag: PHI
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
Weitere Infos & Material
- 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