Foundations of Advertising — Theory and Practice

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If someone were to ask me to autograph the 1st edition of this book published in 1985, I would oblige the person but would point out that it is no longer sensible to use an antiquity. So much has changed in the last two decades. It surpasses the entire body of knowledge in this field accumulated since 1905, the year from which advertising has been practiced here in India. The metamorphosis has been captured by the authors in successive editions, climaxing in the present seventh edition which presents a full blown entity of this subject in all its majesty. It covers the marketing, psychological, communicational, creative and production aspects of advertising. It also covers the important topic of media management. There are chapters on measuring advertising effectiveness and marketing research. It also pays its tribute to the stalwarts working in this field. To sum up, it is a complete and comprehensive text book on advertising.

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S.A. CHUNAWALLA is a writer and thinker on management subjects for more than a quarter of a century. He formerly taught management students in Gujarat. He has a good blend of techno-commercial academic background. He has guided students in their research projects. He is at present aMumbai-based consultant. Some of his books such as Product Management, Brand Management, Advertising Theory and Practice and Advertising, Sales and Promotion Management are very popular with the students and executives all over the country and in many parts of the world. K.C. SETHIA is an electrical engineer with an MBA from IIM, Bangalore. He has occupied several senior positions in the Indian industry and is presently a CEO of a very large enterprise. He has also taught regularly to management students subjects such as marketing management, industrial marketing, advertising and international business. Table of Contents Celebrating 100 Years of Indian Advertising Advertising World Fundamentals of Advertising: I Fundamentals of Advertising: II Types of Advertising Advertising as a Career Advertising Business Campaign Planning and Creativity in Advertising Advertising Budget Media Selection, Planning, Scheduling and Strategy Print Media: Newspapers and Magazines Electronic Media: TV: The New Golden Goose Electronic Media: Radio Media of the New Millennium?Internet Outdoor and Transit Media Direct Marketing (DM), Cinema and Miscellaneous Media Message Design and Development Advertising Appeals Advertisement Copy for Print Media Copywriting for Radio, TV and Outdoor Media Advertisement Art- The Layout of Advertisements Advertising Art- Preparation of a Layout: I Advertising Art- Preparation of a Layout: II Glamour of Advertising: Models, Fashion Shows, VJs, DJs, RJs and MCs Print Ad Production TV Commercial/Ad Film Production Production of Animation Films Fundamentals of Computer Graphics Ad Effectiveness Marketing Research Advertisement Stalwarts Advertisement and Society Case Studies Index