Trends in Advertising Management

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Advertising has been defined as 'any paid form for non-personal presentation and promotion of ideas, goods or services by an identified sponsor' American Marketing Association, quoted in Bennet, and more narrowly as 'any human communication intended to persuade or influence buyers in their purchase decisions. Advertising lies at the juncture where culture and the economy interact: its primary purpose is to sell products and services by stimulating purchasing behaviour and it does this by using strategies that rework culture, creating aspirations and new desires for products. The major environmental factors that impact on advertising are: the economy, demography, culture, the political and legal system. About The Author Dr Savita Mohan (b. 1973) is a promising management professional having obtained MBA from Rohailkhand University, Masters in Human Resource Management from Dr. B.R. Ambedkar University, Agra with Gold medal & Ph.D. in Business Administration- Direct Marketing from the same University in the year 2002. She is having good 15 years teaching and research experience in the field of Management. As a testimony to her abiding interest in research areas she has to her credit 25 research papers published in various Journals at National & International Level apart from publication of 4 books. She has regularly contributed articles on general management and value system in well circulated newspapers. Besides, she has also presented papers of quality and latest philosophy on management subjects in the intellectual arena of Indian scenario. She has an enviable record of 100 projects for MBAs. Presently she has been guiding three scholars for Ph.D. Under her supervision. At the time of publication of this book Dr. Savita Mohan is the Director of GNIT-Management School in Greater Noida (U.P.) Table Of Contents Preface Introduction Trends in advertising in India: Need to strengthen regulations Advertising, public relations and crisis management The Advertising relationship Overview of branding and brand measurement for online advertising Role of Advertising Agencies in Behavior change communication New and advertisements: How negative news may reverse advertising effects Advertising planning, and decision-making Measuring the effects and effectiveness of interactive advertising Privacy preserving targeted advertising Key Success factors in internet advertising Global marketing, online advertisement and brand Positioning Abusive advertising on the Internet through spam Bibliography Index