The book Advertising Principles And Practice: With 17 Recent Indian Case Studies is intended to cover the curriculum of academic advertising courses. Along with case studies, it has been designed to address both the theory and practice of advertising. Summary Of The Book A blend of advertising concepts, techniques and tactics, Advertising Principles And Practice: With 17 Recent Indian Case Studies has been written keeping in mind all the requisites of a simple yet effective textbook. The examples highlighted in the text makes it easy for students to relate to the topics. The book has been divided into 3 units for the ease of syllabus segregation. Unit I, which covers Introduction to Advertising, also goes on to discuss the 'Role of Advertising in Marketing Mix' and 'Advertising as a Communication Tool'. Unit II provides insightful observations into Advertising Management. While discussing the objectives, budget, appeals, and Message Decisions of advertising, it also throws light on factors like Creative Side of Advertising and Celebrity Endorsements. Unit III of the book pertains to the more sensitive dimensions of advertising as it discusses the Legal and Ethical Aspects of advertising. This part of the book also makes readers aware of the functions of the Advertising Standards Council of India, which is a regulatory body for advertising in India. The book has 17 recent, unique and innovative Indian Advertising case studies. Some of them include the sensational Tata Tea's Jaago Re campaign, Cadbury Dairy Milk's Shubharambh campaign, Vodafone's ZooZoo campaign, and Pepsi's Youngistaan campaign.
See Full PDF See Full PDF"Indian Advertising Laughter and Tears” : Arun Chaudhuri The author is clear about his central tenet: Advertising from the 1950 to present. New businesses are emerging almost every day that get advertising to market them. Companies such as JWT and Lintas have built models based on sharing and are thriving Why? Because instead of a company spending money to invent the wheel, it is worth the while to adapt from the learning. Thus a single widget can generate income over and over again. As a result, "advertising" businesses are built on immediate and sustained model.
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Simply put, advertising is an important marketing strategy that works in conjunction with information and persuasion channels. Every single person is exposed to commercials on a daily basis. They've become an inseparable part of the print medium, whether it's newspapers or magazines, over time. This is also true in the case of broadcast media, where adcommercials predominate. The Indian advertising industry has grown tremendously from a small business to a full-fledged industry. The purpose of this study is to determine the advertising attractions and the influence they have on Indian culture. Advertisements in India are not only used to sell products. It sells dreams, visions, and the ideal way of life, while also reinforcing stereotyped values. The longer an individual is exposed to an advertisement, the more likely it is that it will effect them. The appeals' goal is to change how people think about themselves and how they decide whether or not to buy certain things will benefit them. Because India has such a large population and cultural diversity, the advertising industry has created a wide range of advertisements to capture people's attention and persuade them to buy products. The appeals are written in such a way that they have an impact on people's purchasing decisions.
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Advertising could be a powerful communication force and important selling tool serving to to sell goods, services, images, and ideas through channel of knowledge and persuasion. It is highly visible force within the society. All people receive several advertising messages daily. It is essential to the success of any sort of business and business. Non-business organization like government, school and universities, and Public Service teams employ a lot of and a lot of advertising ways. It's one of the elements of the selling and communication method. Advertising win over folks to shop for merchandise. All advertising contains each info and persuasion. Now a days we are able to say advertising could be a communication, marketing, public-relation, info and persuasion method. This study is to look at however a client connects with promotional techniques utilized by advertising business in India. The advertising business in India is dynamic at a really quick pace. The promotional techniques that square measure currently being employed by the businesses is that specialize in a social cause and mistreatment folk as their whole representatives instead of mistreatment celebrity faces. Television, typically known as "king" of the advertising media has been perpetually facing challenges from not solely the digital medium, however conjointly from the web ads and social networking sites. In alternative words we are able to say that it's a complete psychological treatment of the buyer and a really artistic and exciting area also.
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The competitive marketing world of today requires advertising which plays a crucial role. The management of businesses often employs the three persuasive processes which are important & studied in this research; they are Psychological, Creative Advertising & Technological. To understand the effectiveness of the producers & sales company’s work completely, these are necessary. Creative advertising attracts people to the market while advertising acts as communicator which informs consumers about a company’s product or services. Marketing research, distribution, design, product conception, pricing & even advertising are the activities which are encompassed in the Marketing management which has a complex managerial process. There is an increase of Psychological, technological & Creative Advertising in this business conscious world and are becoming more relevant to the businesses in the current globalized & rapidly expanding market. Companies need to adopt creative strategies & innovations in their operations in order to survive the challenges of the ever expanding global market.
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This research paper tries to analyze and compare different Indian & U.S. based advertisements which have created an impact on the society or else have tried to enlighten the society for its betterment. It judges the advertisements on different parameters and their elements, so as to recognize the aspects and constraints of the society and the cultural differences existing between U.S.A. and India which make various advertisements with social appeals successful or unsuccessful.
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This study explores the profile of contemporary advertising in India in the wider context of trends in international advertising, the recent changes in Indian economy and society, and issues concerning the cultural impact of foreign advertising in India. Findings are complemented with a case study of outdoor advertising collected in three visits to India in 2000, 2001 and 2005. In the 1990s India witnessed a massive expansion of advertising, which was stimulated by the opening of the economy and the growth of the media. Though print is still the dominant media, during the 1990s there was a rapid expansion of television accompanied by television advertising. The advertising industry was quickly overtaken by foreign advertisers and agencies that were affiliated with foreign advertising agencies. Advertising for repeat purchase consumables dominated advertising in India but consumer durable advertising expanded at this time as the disposable income levels of the middle classes rose. There was a change in advertising strategies and increased focus on local cultural references. Another recent trend driven by multinational companies has been the intensification of marketing to the rural sector. Foreign companies were slow to appreciate the market potential of India but in recent years there has been a massive expansion of advertising by foreign companies which plays an important cultural and role as the Indian economy increasingly becomes part of the globalized marketplace. The study uses a socio-cultural framework to explore the implications of globalization on cultural change. Advertising is the key focus because it plays a pivotal role at the junction where the economy and culture interact. Advertising plays an important cultural role which is largely ignored by critical social scientists and economists, while those working in the field of advertising are primarily interested in developing new ideas for attention-getting campaigns, and associated research tends to focus on facilitating better advertising and targeting markets more effectively.
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Advertisements not only capture the nuances inherent in the lifestyle of the common people but also help in mapping their desires. Advertisements help to trace the social history of people in a given space and time. In this context, Judith Williamson (1978:19) holds that advertisements do not generate meaning by themselves but invite one to make a new meaning by means of texts and visuals. This assertion is backed by Micheal Saren et al who point out that “advertisements utilize a pre-existing referent system of meaning, because the product, prior to signification in the advertisement, has no meaning” (2007: 128). Advertisements help to trace the social history of people in a given space and time. In this perspective, India before the era of liberalization in the 1990s was much different and naturally print and radio jingles ruled the roost. With the proliferation of satellite channels, advertisers shifted to a different medium. Television advertising became a staple of Indian life. Later advertisers tapped new media channels like internet websites. Now more interactive digital models are being proposed based on the revolutionary touch screen innovations.
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