We have great pleasure in presenting the first edition “Advertising and Media Planning” written for students of UG courses. The subject matter is written in a simple and easily understandable language with sufficient support from real information.
The language of the book is simple and the coverage of various unit is exhaustive with examples. This work is prepared as a basic material for the learners to know fully about Advertising and Media Planning. We have tried to make the book very useful for the students but still we will thankfully solicit and incorporate the suggestions of our readers. This title “Advertising and Media Planning” provides them an opportunity to develop the skills necessary to meet the challenges.
Contents –
Unit – 1 Introduction to Advertising
Introduction
Meaning of Advertising
Nature of Advertising
Scope of Advertising
Functions of Advertising
Impact on Social
Ethical and Economical Aspects
Significance of Ethical and Economical Aspects
Advertising as a Marketing Tool
Process for Promotion of Business Development
Criticism on Advertising
Review Questions
Unit – 2 Strategies of Advertisements
Introduction
Meaning of Advertising Agencies
Types of Advertising Agencies
Strategies in Creating Advertisements
Objectives of Advertisements
Approach of Advertisements
Campaigning of advertising in market
Process of advertising in market
Role of Advertising Standard Council of India (ASCI)
DAGMAR Approach
Review Questions
Contents
Unit – 3 Process of Advertisement
Introduction
Creativeness of Advertising
Communication of Advertising
Creative Thinking
Process
Appeals
Copy Writing
Issues in Creation of Copy Testing
Slogan Elements of Design
Principles of Design
Review Questions
Unit – 4 Media Planning
Introduction
Advertising Media
Role of Media
Types of Media
Print Media
Electronic Media
Other Media
Advantages of Electronic Media
Disadvantages of Electronic Media
Media Planning
Selection of Media
Review Questions
Unit – 5 Analysis of Market
Introduction
Media Media Strategy
Market Analysis
Media Choices
Influencing Factors of Advertising in Market
Target
Nature of Target
Timing
Frequency
Languages
Geographical Issues
Case Studies
Review Questions
Solved Model Question Papers
Last Minute Revision (LMR)
