Advertising has become one of the most influential tools of marketing and business communication in today’s competitive and technology driven world. It plays a key role not only in creating awareness but also in building a strong brand cum corporate image, influencing consumer behaviour and supporting business growth. With rapid growth of digital media and changing consumer preferences, advertising has grown beyond traditional media to new-age platforms that offer interactive, personalised and data-driven communication. This book, Advertising-I, has been specially prepared according to the B.Com. Second Year Semester-III syllabus of University of Mumbai.
This book discusses fundamentals of advertising which includes its scope, evolution, importance and classifications. Further it discusses economic, social and ethical aspect of advertising. It also covers concept, functions, structure and classification of advertising agency as well as career opportunities in advertising and the essential skills required for careers in this field. Finally, it discusses the relation between advertising and brand building. The book gives special emphasis on Indian advertising practices, contemporary developments and real-life examples to provide students with both theoretical knowledge and practical insights.
This book aims to help students prepare for university examinations while also developing practical understanding of advertising to pursue future career options. It will also be useful for teachers, competitive examination aspirants and anyone interested in the field of advertising.
Contents –
Module 1: Introduction to Advertising and Key Aspects
Unit I Fundamentals and Types of Advertising
Definition and Concept
Features of Advertising
Scope of Advertising
Evolution of Advertising
Active Participants
Importance of advertising to Consumers, Business and Nation
Classification of advertising: Geographic, Media, Target audience, Rural, Political, Green, Advocacy
Unit II Economic, Social and Ethical Aspects
Impact of Advertising on Consumer Demand
Price (Advertising and Consumer Product Price)
Ethical and Social Issues in Advertising
Positive Influence of Advertising on Indian Values and Culture
Negative Influence of Advertising on Indian Values and Culture
Module 2: Advertising Agency and Brand Building
Unit I Advertising Agency and Careers in Advertising
Definition and Concepts
Features of an Advertising Agency
Functions of an Advertising Agency
Structure of an Advertising Agency
Classification of Advertising Agencies
Skills Required for a Career in Advertising
Various Career Options
Freelancing Careers
Unit II Brand Building
The Concept of Branding
The Process of Brand Building
Role of Advertising in Developing Brand Image
Brand Equity
Brand Crises Management
Case Study: Nestle’s Response to the Maggi Noodles Ban
Indian Level Case Studies