Advertising management: concepts, theories, research and trends

By:

Rabindranath, Manukonda

Contributor(s):

Kumari Singh, Aradhana

Material type: Text

TextPublication details: Palgrave Macmillan Singapore 2024Description: xv, 267 pISBN:

9789819986590

Subject(s):

DDC classification:

659.1 RAB

Summary: This book explores the concept of advertising and the different ways advertising is understood and evaluated. It dives deep into planning, designing, and executing advertising campaigns on different mediums. It discusses the theoretical and research parts of advertising by critically examining how over the years various hierarchical models and theories are developed by advertising experts. It examines various models and theories that explain why and how advertising is successful in persuading customers/target audiences to buy a product or accept an idea for behavioural change. It will help readers to understand the significance of advertising and consumer psychology which has a critical role in purchasing a product or an idea. (https://link.springer.com/book/10.1007/978-981-99-8657-6)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	659.1 RAB (Browse shelf(Opens below))	1	Available		008512

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Previous	659.1 OTO The trouble with advertising	659.1 PAN Pandeymonium: Piyush Pandey on advertising	659.1 PET Global advertising	659.1 RAB Advertising management: concepts, theories, research and trends	659.1 RAI Winning the advertising game: lessons from the super bowl ad champions	659.1 RIE Positioning: the battle for your mind	659.1 RIE Positioning: the battle for your mind	Next

Table of contents:
Front Matter
Pages i-xv
Download chapter PDF
Fundamentals of Advertising
Front Matter
Pages 1-1
Download chapter PDF
Introduction to Advertising
Manukonda Rabindranath, Aradhana Kumari Singh
Pages 3-38
Types of Advertising
Manukonda Rabindranath, Aradhana Kumari Singh
Pages 39-78
Public Service Advertising in India
Manukonda Rabindranath, Aradhana Kumari Singh
Pages 79-117
Planning and Execution of Advertising Campaign
Front Matter
Pages 119-119
Download chapter PDF
Advertising Campaign and Media Planning
Manukonda Rabindranath, Aradhana Kumari Singh
Pages 121-152
Advertising Agencies
Manukonda Rabindranath, Aradhana Kumari Singh
Pages 153-164
Advertising Theory and Research
Front Matter
Pages 165-165
Download chapter PDF
Understanding Advertising Process: Models and Theories
Manukonda Rabindranath, Aradhana Kumari Singh
Pages 167-224
Advertising Research
Manukonda Rabindranath, Aradhana Kumari Singh
Pages 225-247
Back Matter
Pages 249-267
[https://link.springer.com/book/10.1007/978-981-99-8657-6]

This book explores the concept of advertising and the different ways advertising is understood and evaluated. It dives deep into planning, designing, and executing advertising campaigns on different mediums. It discusses the theoretical and research parts of advertising by critically examining how over the years various hierarchical models and theories are developed by advertising experts.

It examines various models and theories that explain why and how advertising is successful in persuading customers/target audiences to buy a product or accept an idea for behavioural change. It will help readers to understand the significance of advertising and consumer psychology which has a critical role in purchasing a product or an idea.

(https://link.springer.com/book/10.1007/978-981-99-8657-6)

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