PLANNING FOR POWER ADVERTISING

1. Auflage 2005
ISBN: 978-0-7619-3354-0
Verlag: SAGE PUBN

Buch, Englisch, 260 Seiten, Format (B × H): 184 mm x 241 mm, Gewicht: 507 g

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.

Autoren/Hrsg.

Halve, Anand

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Werbeindustrie

Inhaltsverzeichnis

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

Über Autor(innen)

Halve, Anand
Anand Halve is the co-founder and Director of chlorophyll brand & communications consultancy, Mumbai, India. Prior to this, he was on the Board of Enterprise Nexus Communications, and has worked at Lowe Lintas and Rediffusion. He did his MBA from Indian Institute of Management, Ahmedabad, India, in 1977. He has also been a visiting faculty at Mudra Institute of Communications, Ahmedabad and IIM, Ahmedabad, for several years.At chlorophyll, he has been instrumental in the development of copyrighted branding models and brand development processes. His experience as an entrepreneur has been featured as one of the case studies in Rashmi Bansal’s bestseller, Stay Hungry, Stay Foolish, which published by IIM, Ahmedabad in 2008. Halve also contributes to various online and print media, including Hindustan Times, Campaign India magazine, afaqs.com and exchange4media.com.Halve is the author of Planning for Power Advertising: A User’s Manual for Students and Practitioners (2005).