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Advertising has today become an indispensable marketing tool of the corporate world. The advent of the Internet, e-commerce, desktop publishing and computer-aided designing has revolutionized the advertising world. This book provides an in-depth coverage of the concepts related to advertising, media planning and creativity in advertising. Divided into five parts, the text covers all the important aspects of advertising, including the changing face of the advertising world, web advertising and the concept of Integrated Marketing Communications (IMC). It describes in detail how to develop and execute an effective advertising campaign by understanding consumers’ mind and conducting advertising and media research. It enables the reader to assess, review and modify an advertising campaign or a media plan. Key Features • A large number of ads, current as well as from the past, are used to elucidate the concepts. • The text helps the reader analyze an ad copy and find its relevance to the product. • Case studies on popular brands are provided throughout the text to assist the reader in understanding the key elements of successful brand building. The book is primarily intended to serve as a text for postgraduate students of management and the students pursuing various courses in advertising. About The Author Dr. Sangeeta Sharma, Ph.D. (Advertising), is an Assistant Professor in the Languages Group at Birla Institute of Technology and Science (BITS), Pilani (Rajasthan). With over 15 years of teaching experience, Dr. Sharma has to her credit many research papers published in national and international journals. She has also co-authored a book on Technical Communication and has been the editor of International Journal of Communication. Dr. Raghuvir Singh, Ph.D., is Executive Secretary and Programme Director at Indian Society for Technical Education (ISTE), New Delhi. He has over 13 years of experience in teaching postgraduate students of management in various institutes of repute such as Birla Institute of Technology and Science (BITS), Pilani, Jaipur Institute for Integrated Learning Management, and Mody College of Management Studies, Lakshmangarh (Rajasthan). He is also the Chief Editor of Indian Journal of Technical Education and has been a co-editor of International Journal of Communication. Table of Contents Preface. Part One: Advertising Basics 1. Advertising: Introduction. 2. Advertising And Society. 3. Advertising: A Marketing Tool. Part Two: Advertising Research And Strategy 4. The Consumer Behavior. 5. Advertising Planning. 6. Advertising Research And Account Planning. 7. Working Of Advertising. Part Three: Creativity And Advertising 8. Role Of Creativity. 9. Creativity Through Language. 10. Layout Of Advertising. Part Four: Advertising Media 11. Print Media. 12. Television And Radio. 13. Web Advertising. Part Five: Integrated Marketing Communications 14. Advertising And Integrated Marketing Communications. 15. Advertising In A Multicultural Environment. Bibliography. Index.