Advertising management : Concepts, theories, research and trends
- Author
- Manukonda Rabindranath and Aradhana Kumari Singh
- Publication Year
- 2024
- Publisher
- Springer
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read 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.
Keywords: Public service Ad / Hierarchical models of advertising / Advertising campaign planning / Pre-test advertising - Research methods / Post-test advertising - Research methods / Advertising agency / Advertising management / Advertising campaigns / Marketing
