Advertising

The book is a complete text book covering the syllabus of Advertising as per University of Delhi for B Com Hons course as per CBCS. It is well researched and emphasizes that advertising is not the answer to all the ills, it only provides support. It is replete with examples and case studies that provide insight into the core concepts of advertising and provides the necessary knowledge in this field. Diagrams and pictures provide the needed support to the text. There are a total of 5 Units in the book. The first unit deals with the fundamentals of communication, the different response hierarchy models, the meaning of advertising, detailed introduction to the advertising budget. The second unit covers different types of media and includes updates about the new media. In addition, there is some knowledge sharing about the different issues related to media choice, media selection and media scheduling. Unit third of the book covers the creativity of the ad, the appeals and the different components of the advertising copy. In Unit fourth, the emphasis is on measuring advertising effectiveness and its pros and cons. The last Unit covers the basics of the ad agency and its functioning. In addition, emphasis is also given on the social, ethical and economic aspects of advertising.

Unit-I: Introduction

Unit-II: Media Decision

Unit-III: Message Development

Unit-IV: Measuring Advertising Effectiveness

Unit-V: Organisational Arrangements