Advertising management: concepts, theories, research and trends
- Singapore Palgrave Macmillan 2024
- xv, 267 p.
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.