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Format: 1 Online-Ressource (XV, 267 p. 75 illus., 45 illus. in color)

ISBN: 9789819986576

Additional Edition: Erscheint auch als Druck-Ausgabe ISBN 978-981-9986-56-9

Additional Edition: Erscheint auch als Druck-Ausgabe ISBN 978-981-9986-58-3

Additional Edition: Erscheint auch als Druck-Ausgabe ISBN 978-981-9986-59-0

Language: English

DOI: 10.1007/978-981-99-8657-6

URL: Volltext  (URL des Erstveröffentlichers)

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Format: XV, 267 p. 75 illus., 45 illus. in color. , online resource.

Edition: 1st ed. 2024.

ISBN: 9789819986576

Content: 'In the post-liberalization era, India has witnessed a transformation in its advertising industry - one of the fastest growing in the world. Professor Manukonda's accessible and user-friendly book provides a comprehensive overview of this phenomenon: a valuable resource for students'. ---Daya Thussu, Professor of International Communication, Hong Kong Baptist University, Former, Professor of International Communication at the University of Westminster in London 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. Prof. Manukonda Rabindranath is the Chairperson, Centre for Media Studies, Jawaharlal Nehru University, New Delhi. Previously, he was the Head and Dean, Faculty of Mass Communication at Indira Gandhi National Tribal University and Central University of Himachal Pradesh. He also worked for five years at an Ethiopian university. He did his Ph.D. in Journalism and Mass Communication & was awarded Gold Medal in Master of Journalism and Mass Communication and qualified NET and SLET. He has 25 years of teaching experience as Media educator and was Head of Department for the last 15 years continuously. He was a team member of NAAC. Dr. Aradhana Kumari Singh is a Research Assistant at Indian Council of Social ScienceResearch (ICSSR), New Delhi. She has completed her Ph.D. in Journalism and Mass Communication from Indira Gandhi National Tribal University (IGNTU), Amarkantak. She has completed her Masters and M.Phil. in Journalism and Mass Communication from Central University of Odisha, Koraput. She qualified UGC-Net in 2017. Her area of research is public service advertising.

Note: Chapter 1: Advertising Basics -- Chapter 2: Types Of Advertising -- Chapter 3: Public Service Advertising -- Chapter 4: Advertising Campaign And Media Planning -- Chapter 5: Advertising Agency -- Chapter 6: Understanding Advertising Process: Models And Theories -- Chapter 7: Advertising Research. .

In: Springer Nature eBook

Additional Edition: Printed edition: ISBN 9789819986569

Additional Edition: Printed edition: ISBN 9789819986583

Additional Edition: Printed edition: ISBN 9789819986590

Language: English

DOI: 10.1007/978-981-99-8657-6

URL: https://doi.org/10.1007/978-981-99-8657-6

UID:

Format: 1 online resource (276 pages)

Edition: First edition.

ISBN: 981-9986-57-5

Note: 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.

Additional Edition: Print version: Rabindranath, Manukonda Advertising Management Singapore : Palgrave Macmillan,c2024 ISBN 9789819986569

Language: English