Foundations of Advertising - Theory & Practice

ISBN Number : 978-93-5202-407-6

Student Price : Rs.675

Student Dollar Price : 27$

Library Price : Rs.1795

Library Dollar Price : 72$

Book Edition : Ninth

Year of Publication : 2018

No. Of Pages : 600

Book Weight :1140

About The Book

Foundations of Advertising incorporates for the first time the nuances of the digital age – how advertising has been used digitally and how its programmatic planning is done. All the traditional areas of advertising have been discussed with contemporary concepts. The long life of more than thirty years of this book is evidence of its usefulness for the students, teachers and practitioners of advertising.

 

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. Production of Animation Films
26. Fundamentals of Computer Graphics
27. Ad Effectiveness
28. Marketing Research
29. Advertising and Society

About The Author

S.A. Chunawalla has degrees in commerce, pharmacy and management. He has taught the marketing related subjects to the students of the BBA programme of Sardar Patel University, Vidya Nagar. At present he is a communication consultant in Mumbai. He has guided present he is a communication consultant in Mumbai. He has guided research projects of many management students. Some of his books such as Product Management are very popular with the students all over the country.

K.C. Sethia -

B.E. (Elec.), MBA (IIM-B)
Visiting Professor,
MBA Programme, M.S. University,
Vadodara.

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