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Since advertising has advanced in India by leaps and bounds, touching an annual billing of 22,000 crore, many more institutes have introduced the paper at either undergraduate, post-graduate or diploma levels. This book has successfully served the needs of these students and has imparted the elementary knowledge of advertising theory and practice, paving way for more advanced knowledge later on. Many changes in the operating environment required revision of the text, and the authors have revised several chapters substantially, especially the media chapters and ad agencies chapter. It was also felt necessary to introduce a new chapter on brands and advertising to take cognisance of advertising as a tool to build brands. In the beginning, a new chapter on evolution of advertising has been added. The finished ad is produced at the agency level, and then sent to media. A chapter on production aspects has been newly introduced. The entire chapter of case studies has been newly added, removing the previously given outdated material. Contents : 1. Advertising as a Tool of Communication 2. Evolution of Advertising 3. Role of Advertising in the Marketing Mix 4. Brands and Advertising 5. Kinds of Advertising 6. Advertising as a Career 7. Economic Aspects of Advertising 8. Social Aspects of Advertising 9. Role of Research 10. Market Segmentation, Targeting and Theme Identification 11. Advertising Budget 12. Advertising Research 13. Media Research 14. Product Research 15. Media for Advertising 16. Types of Media 17. Campaign Planning, Creativity and Psychology in Advertising 18. Construction of an Effective Advertising Part - I 19. Construction of an Effective Advertising Part - II 20. Production of Ads 21. Advertising Agency 22. Case Studies
