08513nam 2200445 450 991080011780332120240124121820.0981-9986-57-5(MiAaPQ)EBC31066745(Au-PeEL)EBL31066745(EXLCZ)992975585360004120240124d2024 uy 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierAdvertising Management Concepts, Theories, Research and Trends /Manukonda Rabindranath and Aradhana Kumari SinghFirst edition.Singapore :Macmillan Palgrave,[2024]©20241 online resource (276 pages)Print version: Rabindranath, Manukonda Advertising Management Singapore : Palgrave Macmillan,c2024 9789819986569 Includes bibliographical references and index.Intro -- Foreword -- Contents -- List of Figures -- List of Tables -- Part I Fundamentals of Advertising -- 1 Introduction to Advertising -- 1.1 Advertising-The Concept -- 1.1.1 Definitions of Advertising -- 1.2 Features of Advertising -- 1.3 Functions of Advertising -- 1.4 Key Components of Advertising -- 1.5 Importance of Advertising -- 1.5.1 For Advertiser -- 1.5.2 For Media -- 1.6 Benefits of Advertising -- 1.7 Advertising as a Process of Communication -- 1.8 Advertising vs. Publicity -- 1.9 Advertising vs. Marketing -- 1.10 History of Advertising -- 1.11 History of Advertising in India -- 1.12 Modern Advertising -- 1.13 Contemporary Advertising -- 1.14 Advertising in the Twenty-First Century -- 1.15 Criticism of Advertising -- 1.16 Changes in Advertising: Breaking the Role Structure -- 1.17 Review Questions -- 1.18 Case Study -- 1.18.1 History of Dairy Milk -- 1.18.2 Case Questions -- References -- 2 Types of Advertising -- 2.1 Types of Advertising -- 2.1.1 Print Advertising -- 2.1.1.1 Newspaper Advertising -- 2.1.1.2 Magazine Advertising -- 2.1.1.3 Direct Mail Advertising -- 2.1.2 Radio Advertising -- 2.1.3 Television Advertising -- 2.1.4 In-Cinema Advertising -- 2.1.5 Mobile Advertising -- 2.1.6 Outdoor/Out-of-Home Advertising -- 2.1.6.1 Billboards Advertising -- 2.1.6.2 Transit Advertising -- 2.1.6.3 Point of Purchase (POP) -- 2.1.7 Guerrilla Advertising -- 2.1.8 Digital/Online Advertising -- 2.1.8.1 Paid Search/Pay-Per-Click Advertising -- 2.1.8.2 Social Media Advertising -- 2.1.8.3 Native Advertising -- 2.1.8.4 Display Advertising -- 2.2 Review Questions -- 2.3 Case Study -- 2.3.1 Topical Advertising: Amul-The Taste of India -- 2.3.2 Case Questions -- 3 Public Service Advertising in India -- 3.1 What Is Public Service Advertising? -- 3.2 How Public Service Advertising is Different from Commercial Advertising.3.3 History of Public Service Advertising -- 3.3.1 Smokey Bear Campaign -- 3.4 Beginning of Public Service Advertising in India -- 3.4.1 Hum Do Hamare Do Campaign -- 3.4.2 Do Boond Zindagi Ki Campaign -- 3.4.3 Mile Sur Mera Tumhara -- 3.4.4 Jawan Hoon Nadan Nahin -- 3.4.5 Condom Ko Ha Aids Ko Na -- 3.4.6 School Chale Hum -- 3.4.7 Incredible India -- 3.4.8 Jago Grahak Jago -- 3.4.9 Condom Bindaas Bol -- 3.4.10 Dhumrapan Padega Mehnga -- 3.4.11 Atithi Devo Bhava -- 3.4.12 Kuposhan-Bharat Choro -- 3.4.13 Swachh Bharat Abhiyan -- 3.4.14 Jaha Soch Waha Souchalaya -- 3.4.15 TB Harega Desh Jeetega -- 3.4.16 Karke Dekho Acha Lagta Hai -- 3.4.17 Beti Bachao Beti Padhao (BBBP) -- 3.4.18 Sadak Suraksha-Jeevan Raksha -- 3.4.19 Savdhaan Aur Satark Rahe, Coronavirus Se Bache -- 3.5 Advertising Appeals Used in Public Service Ads -- 3.6 How to Make Public Service Advertising Effective -- 3.6.1 Kristine E. Kranenburg -- 3.6.2 Charles K. Atkin -- 3.6.3 Bill Goodwill -- 3.7 Critical Issues in Public Service Advertising -- 3.8 Review Questions -- 3.9 Case Study -- 3.9.1 AD Campaigns During Covid-19 -- 3.9.2 Case Questions -- References -- Part II Planning and Execution of Advertising Campaign -- 4 Advertising Campaign and Media Planning -- 4.1 Concept of Advertising Campaign -- 4.2 Objectives of Advertising Campaigns -- 4.3 Advertising Campaigns' Theme -- 4.3.1 Nike-Just Do It -- 4.4 Types of Advertising Campaigns -- 4.5 Campaign Planning -- 4.6 Creative Strategy -- 4.6.1 How Does Creativity Work -- 4.7 Media Planning and Strategy -- 4.7.1 Media Planning -- 4.7.2 Media Strategy -- 4.7.3 Media Selection -- 4.7.4 Characteristics of Advertising Media -- 4.8 Creative Advertising Campaign in India -- 4.8.1 Fevicol-Mazboot Jod Ka Tod Nahi -- 4.8.2 Surf Excel-Daag Acche Hain -- 4.8.3 Ariel Matic-#Share the Load -- 4.9 Research -- 4.10 Steps in Planning an Adverting Campaign.4.11 Review Questions -- 4.12 Case Study -- 4.12.1 Changes in Indian Advertising During Covid-19 Crisis -- 4.12.2 Case Questions -- Reference -- 5 Advertising Agencies -- 5.1 Meaning and Definition of Advertising Agency -- 5.2 Components in the Process of Advertising Through Agency -- 5.3 Structure of Advertising Agencies -- 5.4 Types of Advertising Agencies -- 5.5 Types of People Employed by Advertising Agencies -- 5.6 Why Agencies Lose Clients -- 5.7 Case Study -- 5.7.1 Ogilvy Advertising Agency -- 5.7.1.1 Innovative Works -- 5.7.2 Case Questions -- References -- Part III Advertising Theory and Research -- 6 Understanding Advertising Process: Models and Theories -- 6.1 Advertising Models -- 6.1.1 AIDA Model -- 6.1.1.1 Process of AIDA Model -- 6.1.2 DAGMAR Model -- 6.1.3 Lavidge and Steiner Hierarchy of Effects Model -- 6.1.3.1 Stages in Hierarchy of Effects -- 6.1.3.2 Stages of Consumer Behaviour in the Hierarchy of Effects -- 6.1.4 Black Box Model -- 6.1.4.1 Application of Black Box Model -- 6.1.5 Ray's Low Involvement Model -- 6.1.6 The FCB Model -- 6.1.7 Hall's Four Framework Model -- 6.1.8 Belch Model of Advertising Response -- 6.1.9 Heightened Appreciation Model -- 6.1.10 Persuasion Knowledge Model (PKM) -- 6.1.10.1 Elements of the PKM Model -- 6.1.11 ATRN or Ehrenberg Model -- 6.1.11.1 Components of ATRN Model -- 6.1.12 Prue's Alphabetical Model -- 6.1.12.1 Key Elements of Alphabetical Model -- 6.1.13 The DRIP Model -- 6.1.13.1 Use of DRIP Model in Advertising -- 6.1.14 Ad Exposure Model -- 6.1.15 MAIN Model -- 6.1.15.1 Affordance Cues of the MAIN Model that Trigger Cognitive Heuristics -- 6.1.16 Aristotle Modes of Persuasion -- 6.1.17 Health Belief Model -- 6.1.18 Yale Model of Communication and Persuasion (Message Learning Approach) -- 6.1.19 Elaboration Likelihood Model (ELM).6.1.20 McGuire Input-Output Framework for Constructing Persuasive Messages (Communication and Persuasion Matrix) -- 6.1.21 Extended Parallel Process Model -- 6.1.22 Heuristic Systematic Model of Persuasion -- 6.1.23 The Transtheoretical Model of Behaviour Change -- 6.2 Advertising Theories -- 6.2.1 Diffusion of Innovation Theory -- 6.2.2 Strong Theory of Advertising -- 6.2.3 Weak Theory of Advertising -- 6.2.4 Congruity Theory -- 6.2.5 Cognitive Dissonance Theory -- 6.2.6 Social Judgement Theory -- 6.2.7 Agenda-Setting Theory -- 6.2.8 Uses and Gratification Theory -- 6.2.9 Theory of Reasoned Action -- 6.2.10 Social Learning Theory -- 6.2.11 Self-Efficacy Theory -- 6.2.12 Gain and Loss-Frames Message -- 6.2.13 Narrative Paradigm -- 6.2.14 Integrative Theory of Behavior Change -- 6.2.15 Maslow's Hierarchy of Needs -- 6.2.15.1 Five Needs of Maslow's Hierarchy Needs (Bottom to Top) -- 6.3 Review Questions -- 6.4 Case Study -- 6.4.1 De Beers: A Diamond Is Forever -- 6.4.2 Case Questions -- References -- 7 Advertising Research -- 7.1 Advertising Effectiveness -- 7.2 Advertising Research -- 7.3 Steps of the Advertising Research -- 7.4 Methods of Advertising Research -- 7.4.1 Pre-testing Methods -- 7.4.2 Post-testing Methods -- 7.5 Practice Questions -- 7.6 Case Study -- 7.6.1 Beti Bachao Public Service Advertising (Save Girl Child, Educate Girl Child Campaign) (https://wcd.nic.in/schemes/beti-bachao-beti-padhao-scheme) -- 7.6.2 Case Questions -- References -- Suggested Readings -- Index.AdvertisingManagementAdvertisingManagement.659.1Rabindranath Manukonda1587109Singh Aradhana KumariMiAaPQMiAaPQMiAaPQBOOK9910800117803321Advertising Management3874458UNINA