Planning for Power Advertising: A User's Manual for Students and Practitioners
This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters—an approach that brings alive the concepts within, and helps readers discover the theory in practice.
For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising—such as media, event management and PR—this book provides an insight into how the strategic underpinning of advertising is built.
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List of Figures
Communication in Context
Users and Usage
Motivators and Differentiators
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Action Point Amitabh Bachchan Apple computers archetype in brands Assessment ATMs Bajaj Bajaj Auto barrier basic become believe benefits beverage Brand Driver brand equity Brand Input Multiplier brand personality camera cater chapter characteristics choice communication competition concept consider consumers context created creative brief credit cards current users customers defined demographic Dettol developments dimensions eggs Emotional Bonds example Figure focus Hair Colour Hero Honda identify important Indian Jet Airways launched Lifebuoy look meaningful mobile phones motivator and differentiator motorcycles NECC Nirma offer Opel Corsa opportunity Pears soap performance personality Press advertisement price-performance product category Product Life Cycle product or service prospect reason Sachin Tendulkar Saffola scooters Shah Rukh Khan shampoo share Shikakai soap source of business specific strategy strong brands Table target group toothpaste TV commercial urban usage patterns washing watches woman women