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Advertising management = concepts, theories, research and trends /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Advertising management/ by Manukonda Rabindranath, Aradhana Kumari Singh.
其他題名:	concepts, theories, research and trends /
作者:	Rabindranath, Manukonda.
其他作者:	Singh, Aradhana Kumari.
出版者:	Singapore :Springer Nature Singapore : : 2024.,
面頁冊數:	xv, 267 p. :ill. (some col.), digital ;24 cm.
內容註:	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.
Contained By:	Springer Nature eBook
標題:	Advertising - Management. -
電子資源:	https://doi.org/10.1007/978-981-99-8657-6
ISBN:	9789819986576

Advertising management = concepts, theories, research and trends /
Rabindranath, Manukonda.

Advertising managementconcepts, theories, research and trends /[electronic resource] :by Manukonda Rabindranath, Aradhana Kumari Singh. - Singapore :Springer Nature Singapore :2024. - xv, 267 p. :ill. (some col.), digital ;24 cm.

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 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 Science Research (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.

ISBN: 9789819986576

Standard No.: 10.1007/978-981-99-8657-6doiSubjects--Topical Terms:

1243270
Advertising
--Management.

LC Class. No.: HF5823

Dewey Class. No.: 659.1

Advertising management = concepts, theories, research and trends /
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