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Advertising Basics!
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Advertising Basics!
A Resource Guide for Beginners

  • J V Vilanilam - Ex-Vice Chancellor , University of Kerala, Trivandrum
  • A K Varghese - Executive Creative Director, Percept Advertising, New Delhi

March 2004 | 180 pages | SAGE Publications Pvt. Ltd
Advertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis.

The book begins with a brief history which gives the reader an understanding of how advertising has evolved from the way it was practiced earlier in the teeming bazaars to its sophisticated and technologically advanced avatar today. The authors then discuss each aspect of the advertising industry in detail, giving pointers, suggestions and in-depth analysis of how things work in each department.

Some of the highlights of this text are:
- A holistic introduction which gives the reader a pan-industry perspective of advertising.
- The nitty-gritties of copywriting for the main media-newspapers, magazines, radio, film, television and the Internet.
- Detailed chapters on advertising agencies, client servicing and the creative aspects of advertising.
- Pointers on how to conduct an advertising campaign.
- Numerous advertisements which illustrate the theory and examples used in the book.
- Tips on how to select an advertising agency and in what circumstances the agency should be changed.
- A simple, approachable and anecdotal style of writing which the reader will enjoy.
 
Preface
 
How it All Began
 
Conventional Advertising and Advertising Agencies
 
The New Advertising Agency? The Stress Is on Client Servicing
 
On to Copy, Folks!
 
The Craft of Advertising Copywriting
 
Writing for Radio, Television and Film
 
Advertising in the ICT Age: The Future
 
Bibliography
 
Index

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ISBN: 9780761998105
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