More than forty years ago, the first edition of this popular book appeared in the market. In those days, advertising was mainly restricted to print and some TVCs on TV. Since then, there is massive growth of TV advertising and print too has held its own, though its share is constantly being assaulted. There is online digital advertising first on desktops and then on smaller screens of laptops, tablets, and smartphones. We have now the digital advertising, the fastest growing segment of advertising, and accounts for 41 per cent of total advertising of Rs. 1 trillion plus.
The last revised edition for the first time treated digital advertising extensively. It also treated the media planning for digital advertising called Programmatic. All other chapters of traditional advertising have also been revised in the light of new developments. The concept of digital advertising has been further enriched in this edition.
Contents –
1. Advertising: An Introduction and Evolution
2. Advertising and Marketing
3. Market Segmentation
4. Fundamentals of Advertising
5. Types of Advertising including Types of Online Advertising
6. Advertising as a Career
7. Advertising Business
8. Campaign Planning and Creativity in Advertising
9. Advertising Budget
10. Media Selection, Planning, Scheduling and Strategy and Programmatic Buying
11. Print Media: Newspapers and Magazines
12. Electronic Media: TV: The New Golden Goose
13. Electronic Media: Radio
14. Digital Media
15. Outdoor and Transit Media
16. Direct Marketing (DM), Cinema and Miscellaneous Media
17. Message Design and Development
18. Advertising Appeals
19. Advertisement Copy for Print Media
20. Copywriting for Radio, TV and Outdoor Media
21. Advertisement Art — The Layout of Advertisements
22. Glamour of Advertising: Models, Fashion Shows, VJs, DJs, RJs and MCs
23. Print Ad Production
24. TV Commercial/Ad Film Production
25. Animation, Visual Effects, Gaming and Comics (AVGC)
26. Ad Effectiveness
27. Marketing Research
28. Advertising and Society