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

  • Anand Halve - Chlorophyll Brand and Communications Consultancy Limited, Mumbai

© 2005 | 260 pages | SAGE Publications Pvt. Ltd
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.
 
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…this is a jargon-free and easy to understand book… the Indian advertising context of the book distinguishes it from other books available on the subject…the action plans given at the end of each chapter really make the book a manual… 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.

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ISBN: 9780761933540
$27.99