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