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As an Advertising Management book, this text is designed to introduce students to the basic concept, practices and analytic techniques of Advertising Management. It is comprehensive in scope, contemporary in outlook, and managerial in orientation. It many be used in advertising management training programmes. Advertising Managers may wish to have a compact book of this kind bearing on the Indian cultural setting which may offer them practical assistance, whenever required. Contents - Part I : Introduction An Overview 1. Nature and Scope of Advertising 2. Classifications and Types of Advertising 3. Role of Advertising in India’s Economic Development: Problems and Prospects 4. Social and Economic Aspects of Advertising 5. Ethics and Truth in Advertising & Social Responsibility Part II : Behavioural Fundamentals Communication Persuasion and Market Processes 6. Consumer behaviour and Advertising 7. Marketing Communications Process 8. Perception, Learning and Diffusion Processes of communication 9. The communication Mix Part III : Building the Ad 10. Planning and Managing Advertising Campaigns 11. Various Advertising Media 12. Building of an Advertising Programme: Copy Strategy 13. Media Selection Part IV : Budget Decision and Advertising Effectiveness 14. Advertising Budget 15. Measuring Advertising Effectiveness 16. Productivity of Advertising Part V : Scheduling and Agency Relation 17. Advertising Scheduling 18. Advertising Agencies Part VI : Public Relations, Industrial and Rural advertising 19. Public Relations In India 20. Industrial Advertising 21. Rural Advertising and Marketing in India Appendices I Selected Bibliography II Review Questions
