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Planning for Power Advertising: A User's Manual for Students and Practitioners

by Anand Halve SAGE Publications Pvt. Ltd
Pub Date:
10/2005
ISBN:
9780761933540
Format:
Pbk 260 pages
Price:
AU$57.99 NZ$60.86
Product Status: In Stock Now
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Instructors
& Academics:
This book is a sound and comprehensive introduction to advertising planning and branding. Intended for students of and beginners in advertising and marketing, it discusses key issues and market realities, many of which are ignored and neglected in developing markets. The structure of this book follows a stepwise process, which starts from the beginning of the advertising planning process to the end product, which is the creative brief. Each chapter discusses a conceptual principle, which is illustrated by relevant examples. Some key issues discussed in this book are: - planning for communication in a context; - Segmentation: studying and understanding the dimensions, demographics, and psychographics of the target group; - Differentiators and Motivators: discovering what can change the consumers' mind; " managing a brand over time, looking at the entire life-cycle of a brand. Each chapter ends with an 'Action Point', which helps the reader to apply the principles discussed through an exercise.

Setting the Context
Competition
Communication in Context
Users and Usage
Segmentation
Understanding the Consumers
Motivators and Differentiators
Positioning
Beyond Positioning
The Brief - The Creative Springboard
Managing a Brand Over Time
Index

The author has aptly titled the book and hellip;this is a jargon-free and easy to understand book and hellip; the Indian advertising context of the book distinguishes it from other books available on the subject and hellip;the action plans given at the end of each chapter really make the book a manual and hellip; the book is a must-read for advertising and marketing professionals looking for a historical perspective and the changes that have occurred in the field of advertising and marketing in the Indian environment. The Journal of Entrepreneurship
Anand Halve Chlorophyll Brand and Communications Consultancy Limited, Mumbai