Advertising Principles And Practice

The book, Advertising: Principles and Practice, broadly covers the principles on the basis of which advertising industry functions as well as how the same has been applied and used by corporates and advertising professionals in India. It is aimed at catering to the needs of both students as well as professionals in the advertising arena.The book has been structured in the following parts.Unit I- Basics of Advertising, discusses the meaning of advertising, role of advertising in the marketing mix of a firm, advertising as a communication tool, different types of advertising and designing an advertising campaign. This part contains 5 chapters and 4 case studies in all.DUnit I – Advertising Management, covers different steps of an advertising campaign, viz. advertising objectives, advertising budget, advertising message decisions, advertising media decisions and evaluation of advertising effectiveness. It also includes a chapter on advertising agencies. This section contains detailed discussions on topics like celebrity endorsements, mascots and online advertising in the form of separate chapters. This part contains 12 chapters and 5 case studies in all.Unit III – discusses the Legal and Ethical Aspects of Advertising in India. In addition to discussing the advertising law in India and various ethical issues in the field of advertising, the role of Advertising Standards Council of India (ASCI) in regulating advertising in India, and the concepts of surrogate advertising and comparative advertising have been discussed in this part. The recent Indian cases and decisions made thereunder have also been covered as part of the analysis in this section. There are 5 chapters, with 1 case study in this segment of the book.In addition to this, the book also has a separate section ‘Additional Case Studies’ which discusses 7 recent Indian case studies in advertising. These include Pepsi’s Youngistaan Campaign, Tata Sky Plus launch campaign,”Atithi Devo Bhavah” campaign andVolkswagen Vento launch campaign, to name a few.At the end is the Advertising Glossary for ready reference of advertising terms.The book also includes many exhibits which provide real life examples from the Indian advertising industry. Since the book has many recent Indian case studies and exhibits, the users will be able to identify and relate to the advertising principles much easily. Discussion of various case studies in detail keeps the students well versed with the latest advertising techniques used by professionals in the industry.The book has been written keeping in mind the curriculum requirements from academic perspective as well as intended at true knowledge addition for students.