Advertising

This book is a comprehensive textbook especially designed to meet the requirements of CBCS syllabi of B.Com (Hons.) and B.Com of Delhi University and other Central universities of India.

This book has been written with the purpose of providing extensive knowledge about the advertising. The concepts are substantiated with Examples, Diagrams, Charts for better understanding. The examples are picked from the Indian corporate world so the students will be able to relate and identify them more quickly and easily. Every chapter starts with familiarising the students with the basic text and contents of the Chapter. Questions for Discussion are given at the end of the chapter to check the level of understanding. The readers will find the book highly useful for its coverage of the fundamental concepts of advertising and its relevance and importance to the corporate world..

Unit-I: Introduction

Unit-II: Media Decisions

Unit-III: Message Development

Unit-IV: Measuring Advertising Effectiveness

Unit-V: Organisational Arrangements