Buch, Englisch, 456 Seiten, Paperback
ISBN: 978-81-951611-7-1
Verlag: EUROSPAN
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.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
- Preface
- 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
- Index