Advertising Principles & Practice
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About the Book: Advertising Principles and Practice: With 17 Recent Indian Case Studies
The book has been written in a very lucid language for easier understanding keeping in mind the curriculum requirements. It is intended at true knowledge addition for students.
It broadly covers the principles on the basis of which advertising functions and how the same has been applied and used by corporates and adverting professional in India.
Lots of in-text advertising examples have been highlighted at appropriate places so that students can relate to them easily.
17 recent Indian case studies on various topics in advertising have been discussed. Some of these include Vodafones ZooZoos, Ideas What an idea, Sir Ji , Pepsis Youngistaan Campaign, Cadbury Dairy Milks ShubhArambh campaign, Tata Teas Jaago Re campaign, and Volkswagen Vento launch campaign.
About the Author
Ruchi Gupta is an Assistant Professor in the Department of Commerce, Shaheed Bhagat Singh College, University of Delhi. She obtained her B.Com. (Hons.) degree from the prestigious Shri Ram College of commerce, University of Delhi. Thereafter, she obtained her M.Com. and M.phil. Degrees from Delhi School of Economics, University of Delhi. She secured the second rank in Delhi University in M.Com. and was the topper in the Marketing specialization stream. The author has more than 10 years of teaching experience in Delhi University. She has been a member of the Textbook Development Committee for Class XII NCERT Business Studies book. She has also get six research papers published in journals of National and international repute.
The author can be reached at email@example.com .
Table of Contents
Unit I: Basics of Advertising
Introduction to Advertising
Role of Advertising in Marketing Mix
Advertising as a Communication Tool
Types of Advertising
Unit II: Advertising Management
Advertising Message Decisions
Creative Side of Advertising
Types of Media
Measuring Advertising Effectiveness
Unit III: Legal and Ethical Aspects of Advertising in India
Legal Aspects of Advertising in India
Ethical Issues in Advertising
Advertising Standards Council of India
Surrogate Advertising in India
Comparative Advertising in India
Additional Case Studies
|Dimensions||8 × 6 × 2 in|
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