The book titled Advertising Management-Theory & Practice is a thorough and broad text that features the many complexities facing advertisers in India. The deep insight into the psychology and demographics of consumer that make up the 'Indian Context' provides a sound background for learning the core of advertising and marketing mix at play in this country. By combining a rigour with relevance, the book has made an important contribution to advertising literature. The book is carefully structured to follow the basic sequence of tasks with which an advertising practitioner is concerned. The book has explored the unique characteristics of the Indian advertising market and brought to light several concepts which brilliantly explained the reasons why some advertisers fail and others succeed in this market. The book will be of special interest to all those students and advertising practitioners who consider this market important in the 21st Advertising Century.
Additional Info
  • Publisher: Laxmi Publications
  • Language: English
  • ISBN : 978-93-80856-89-6
  • Chapter 1

    INTRODUCTION-Advertising Management- Theory & Practice Price 0.20  |  0.2 Rewards Points

    Advertising today is a worldwide phenomenon. The modern world without advertising is something virtually inconceivable. Advertising is a measure of the growth of civilisation and an indication of the striving of the human race for betterment and perfection...
  • Chapter 2

    ADVERTISING: A CONCEPTUAL FRAMEWORK Price 0.20  |  0.2 Rewards Points

    Manufacturing of products and creation of services are of little use unless it reaches the persons for whom it is meant. However, the demand from the population for whom it is meant is not automatically generated...
  • Chapter 3

    SOCIO-ECONOMIC IMPLICATIONS OF ADVERTISING Price 0.20  |  0.2 Rewards Points

    In the previous chapter, advertising in general has been discussed. The present chapter is devoted to a description of economic and social implications of advertising. It includes descriptions on business environment and advertising, explicit role of advertising, effects of advertising on product quality, and increase in economic activity and employment...
  • Chapter 4

    ADVERTISING: TRUTH, ETHICS AND SOCIAL RESPONSIBILITY Price 0.20  |  0.2 Rewards Points

    In the previous chapter, the economic and social implications of advertising have been discussed candidly. The present chapter focuses on truth and ethics of advertising and its social responsibilities in detail. It includes discussions on ethics and morality, need for creative imagination, obligations of advertising, responsibilities of advertising men, sex and advertising and its various legal aspects...
  • Chapter 5

    ADVERTISING AND CONSUMER BEHAVIOUR RESEARCH Price 0.20  |  0.2 Rewards Points

    Media impact on consumer behaviour can be better understood only when consumer behaviour itself is well understood. In the earlier chapter, truth and ethics in advertising has been discussed in detail...
  • Chapter 6

    ADVERTISING AND LIFESTYLE COMMUNICATION Price 0.20  |  0.2 Rewards Points

    In the previous chapter, consumer behaviour, advertising and social-class lifestyle has been discussed in detail. The present chapter focuses on advertising and lifestyle communication in particular...
  • Chapter 7

    IMPACT OF ADVERTISING ON CONSUMER BEHAVIOUR Price 0.20  |  0.2 Rewards Points

    The present chapter attempts to examine the impact of media advertisement on consumer behaviour. It deals with effectiveness of media advertising, its influence on consumer behaviour and how it has succeeded in changing consumer's lifestyle pattern..
  • Chapter 8

    LIFESTYLE COMMUNICATIONS THROUGH PRINT AND ELECTRONIC ADVERTISEMENTS Price 0.20  |  0.2 Rewards Points

    The present chapter explains print presentation of lifestyle advertisements. Twenty-five print advertisements were collected and analysed from different magazines...
  • Chapter 9

    ADVERTISING IN THE AGE OF ECONOMIC LIBERALIZATION Price 0.20  |  0.2 Rewards Points

    Economic Liberalization is a broad term that usually refers to fewer government regulations and restrictions in the economy in exchange for greater participation of private parties...
  • Chapter 10

    CONCLUSIONS, MAJOR FINDINGS AND RECOMMENDATIONS Price 0.20  |  0.2 Rewards Points

    The present study titled “Advertising and Lifestyle Communication: An Assessment of Media Impact on Consumer Behaviour” is an attempt to explore the usefulness of advertising, measure the effectiveness of various media of advertising, show the lifestyle communication through advertisement and specially to assess the impact of advertising on consumer behaviour..
  • Chapter 11

    CASE STUDIES Price 0.15  |  0.15 Rewards Points

    CASE STUDIES
  • Chapter 12

    Appendix Price 0.15  |  0.15 Rewards Points

    Appendix

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