Modern Advertising Management : Principles and Techniques
Contents: Foreword. Preface. 1. The nature, functions and scope of advertising. 2. Advertising, marketing and consumer behaviour. 3. Categories of advertising. 4. The advertising business: agencies and client relationship. 5. Advertising budgeting. 6. Outdoor and transit advertising. 7. Local and non-commercial advertising. 8. An advertising campaign. 9. Globalisation in advertising. 10. The communication process. 11. Sales promotion: concept, types and objectives. 12. Promotional strategies. 13. Brand and packaging. 14. Media planning and strategy. 15. Role of electronic media in advertising. 16. Role of print media in advertising. 17. Direct mail. 18. Creative execution: art, copy, and buying print media. 19. Public relations. 20. Futuristic scenario of advertising in India. Glossary. Index.
"Modern Advertising Management plays an important and vital role in the economies of all modern societies. The book represents the society of the time consequently, it is an ever-changing process representing new products, services, supplies and demand, coupled with the new media and techniques for communicating the exchange situation. The advertising world was open to overseas brands and multinational tie-ups, while on the other hand political instability at the centre provided the inevitable challenge to a supposedly expanding markets. Advertising is a basic business subject and its range of subject matter will enlighten both those seeking a career in business and those already engaged in a business career. The study of advertising gives students regardless of their major many valuable tools to use in any subsequent profession.
Every effort has been made to present the discussion is clear, and in systematic manner. The presentation of each chapter has been made more logical, starting with basic issues of each topic and then moving on to refined matters. At the end of each chapter, review questions have been given for the better preparation for the students. Special care has been taken to cover the entire syllabus of almost all the professional institutes and universities." (jacket)
