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Advertising Principles And Practice: With 17 Recent Indian Case Studies is intended to cover the curriculum of academic advertising courses. Along with case studies, it has been designed to address both the theory and practice of advertising. Summary Of The Book A blend of advertising concepts, techniques and tactics, Advertising Principles And Practice: With 17 Recent Indian Case Studies has been written keeping in mind all the requisites of a simple yet effective textbook. The examples highlighted in the text makes it easy for students to relate to the topics. The book has been divided into 3 units for the ease of syllabus segregation. Unit I, which covers Introduction to Advertising, also goes on to discuss the 'Role of Advertising in Marketing Mix' and 'Advertising as a Communication Tool'. Unit II provides insightful observations into Advertising Management. While discussing the objectives, budget, appeals, and Message Decisions of advertising, it also throws light on factors like Creative Side of Advertising and Celebrity Endorsements. Unit III of the book pertains to the more sensitive dimensions of advertising as it discusses the Legal and Ethical Aspects of the business. This part of the book also makes readers aware of the functions of the Advertising Standards Council of India, which is the central government regulatory body for the business. The book has 17 recent, unique and innovative Indian Advertising case studies. Some of them include the sensational Tata Tea's Jaago Re campaign, Cadbury Dairy Milk's Shubharambh campaign, Vodafone's ZooZoo campaign, and Pepsi's Youngistaan campaign. About Ruchi Gupta Ruchi Gupta is an author and assistant professor. Ruchi Gupta is an experienced educator and has been a member of the NCERT Textbook Development Board. She currently works as an Assistant Professor at Shaheed Bhagat Singh College in New Delhi. A commerce graduate from the highly acclaimed Shri Ram College of Commerce, she has two postgraduate degrees to her credit. She has done both her M.Com. (2nd Rank) and M.Phil from the Delhi School of Economics, affiliated to the University of Delhi. Many of her research papers have been published in Indian and international journals.