Summary |
The discussions in the book are spread across various areas of decision making giving a complete coverage to the course taught at graduate and post graduate level. Based on extant literature review, examples and cases the book gives deep insights into the core concepts of advertising and brings clarity in one’s understanding about the field. All the cases and examples are in Indian context, and are appropriately used as a support to the text.
There are in total fifteen chapters. Two chapters are on marketing communication covering the concept, the process involved, and integrated approach to marketing communication. Rest of the chapters cover various areas of advertising decision making. Issues of ethical and legal concern in using advertising as promotion tool are discussed along with possible course of action in the case of deceptive and unfair use of advertising.
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