This book is primarily targeted at the students of Bachelors, Masters or MBA level courses. We hope that the book will serve the purpose for which it has been written. We welcome the suggestions for improvement from our worthy readers to make this book even more useful in future.
CHEPTERS
• INTRODUCTION TO ADVERTISING MANAGEMENT
a) Meaning and definition of advertising
b) Function / Role of advertising
c) Objectives of advertising
d) Importance of advertising
e) Advertisement as a management function
f) Marketing process and advertising
g) Role of advertising in adopting a new product.
• TYPES OF ADVERTISING
a) Classification of advertising on the basis of geographical
b) spread
c) Classification on the basis of target group or audience
d) Classification on the basis of function
e) Classification on the basis of stage in PLC
f) Public service advertising
g) Classification on the basis of appeal
h) Classification based on message component
i) Classification based on source
j) Classification based on Media
k) Other types of advertising
• ADVERTISING DECISIONS
a) Meaning of advertising decisions
b) Types of advertising decisions
• ADVERTISING DEPARTMENT
a) Organization of advertising department
b) Advertising manager
c) Centralization and de-centralization of advertising activities
d) Functions of advertising department
e) Need / Importance of advertising department
• ADVERTISING MEDIA
a) Meaning of Advertising Media
b) Types of Advertising Media
• PLANNING MEDIA MIX FOR CAMPAIGN & MEDIA SCENE IN INDIA
a) Planning Media mix for campaign
b) Media scene in India
c) Television Advertising in India
• ADVERTISING STRATEGY AND ADVERTISING BUDGET
a) Advertising Strategy
b) Advertising Budget
• ADVERTISING COPY & PLANNING AND EXECUTION OF ADVERTISING CAMPAIGN
a) Advertising copy
b) Planning and execution of advertising campaign
• MEASURING ADVERTISING EFFECTIVENESS
a) Approaches to measure advertising effectiveness
b) Measuring advertising effectiveness using various tests
c) Methods to measure advertising effectiveness
• NEED AND SCOPE OF ADVERTISING RESEARCH
a) Advertising Research
b) Need of Advertising Research
c) Scope of Advertising Research
d) Pre-testing Research
e) Post-testing Research
• ADVERTISING ETHICS
a) Introduction
b) Ethics in advertising
c) Criticisms concerning the influence of advertising on society
d) Regulations
e) Social Criticisms & Responsibility of Advertising
• ADVERTISING RESEARCH
a) Advertising Research- Introduction
b) Classification of Advertising Research
c) Objectives of Advertising Research
d) Testing various types of Advertisements
e) Pre-testing of advertisements and its techniques
f) Post-testing of advertisements and its techniques
• ASCI
a) Advertising agencies
b) Code of conduct for advertising agencies
c) Code of Advertising by ASCI
• DIGITAL ADVERTISING
a) What is digital marketing
b) Difference between digital marketing and traditional marketing
c) Digital marketing channels
d) Search Engine Optimization
e) Social media marketing
f) Online paid advertisement
g) Email marketing, mobile app marketing & web Analytics
• SOCIAL ADVERTISING
a) An insight into what is social advertising
b) What Are Social Advertising Goals
c) What Is Social Advertising vs. Other Methods
d) How Do Social Ads Influence Brand Awareness
e) How Brand Awareness Increases Revenues
f) How Brand Awareness Slashes Costs
g) How Does It Improve Product Accessibility
h) How Does It Increase Word-of-Mouth
i) How Does It Help You Scale Quickly
j) How Does It Improve Brand Loyalty
k) How Does it Make Conversions Easier
l) Improved Customer Insights
m) Increase Sales with Social Advertising
n) 12 Things You Need To Know About Social Advertising
• SURVEY TOOLS & SOURCES OF DATA
a) Survey tools
b) Sources of Data
c) Primary Data and its sources
d) Secondary Data and its sources
• MOTIVATIONAL RESEARCH, MEDIA RESEARCH, COPY RESEARCH
a) Motivational Research
b) Techniques of Motivational Research
c) Tests for conducting Motivational Research
d) Uses of Motivational Research
e) Limitations of Motivational Research
f) Media Research
g) Copy Research
h) Phases of Copy Research
• CASE STUDIES
I. Paridhan: Patanjali’s Foray into Branded Apparel
II. Maggi Noodles in India: The Revival Challenge
III. The Indian Advertising Regulations
Dr. Pradeep Kumar Sharma
Dr. Pradeep Kumar Sharma has been working as Associate Professor in the Department of Business Administration, University of Rajasthan, Jaipur. He has done M.Com and Ph.D from University of Rajasthan, Jaipur. He has also done PG diploma in Personnel Management & Industrial Relations and PG Diploma in Salesmanship & Marketing. He has authored 14 books and got more than 40 articles and research papers published & presented in various National and International Journals to his credit. He has been honoured with Academic Excellence Award in the year 2016 and 2017 by the ICSI. Dr. Pradeep Sharma has chaired many conferences and seminars as a resource person and has successfully handled many roles and responsibilities at university administration.
Dr. Yaduveer Yadav
Dr. Yaduveer Yadav is a young Author having expertise in Finance and Business Management. He has done PDF (Post Doctoral Fellowship) from ICSSR, Ph.D. from University of Rajasthan, Jaipur and MBA from Amity University. Along with his post doctorate degree, he holds many certifications in Banking, Finance and Quality Control. He is Green Belt – Six Sigma Certified from RABSAQ (Registrar Accreditation Board (United States) Quality Society of Australasia (Australia)). He has vast experience of teaching UG and PG classes in various Management Institutes. He has authored various management books, newspaper articles and more than 40 research papers and articles in leading journals of national and international repute. He is serving as Associate Editor and is editorial board member of several journals of international repute. An expert in every sense of the word.
Ms Lavina Dasani
Ms Lavina Dasani started her career as a banker with a leading private sector bank and is now working as an Assistant Professor in Management with ASM group of institutes, Pune. She has authored various management books and has numerous papers published in various journals of national and international repute to her credit. With around a decade of work experience in corporate and education industry she has added value to the careers of hundreds of students along with value addition to her own career as she believes that learning is an endless process.
Subject Covers:-
• ADVERTISING MANAGEMENT
• TYPES OF ADVERTISING
• ADVERTISING DECISIONS
• ADVERTISING DEPARTMENT
• ADVERTISING MEDIA
• MEDIA SCENE IN INDIA
• ADVERTISING STRATEGY AND ADVERTISING BUDGET
• ADVERTISING COPY & PLANNING AND EXECUTION OF ADVERTISING CAMPAIGN
• MEASURING ADVERTISING EFFECTIVENESS
• NEED AND SCOPE OF ADVERTISING RESEARCH
• ADVERTISING ETHICS
• ADVERTISING RESEARCH
• ASCI
• SOCIAL ADVERTISING
• SURVEY TOOLS & SOURCES OF DATA
• MOTIVATIONAL RESEARCH, MEDIA RESEARCH, COPY RESEARCH
• CASE STUDIES
This Book Useful for the students of :-
MBA, BBA, B.COM, MMM & so on related courses of management & Commerce
ALL RELATED MANAGEMENT COMMERCE STREAMS
