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Advertisement and Consumer

Advertisement and Consumer


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About the Book

Advertising is an important marketing activity. Lot of time, money and energy is spect on development and publishing/braodcasting of advertisements (ads.) Amid intensified competition it is a very challenging task to develop and communicated the whole advertising message in a convincing manner to achieve the desired advertising goals. For that purpose best and most effective as copu should be used. In this research study an effort has been made to find the most effective ad copu for different consumer products in three media channels namely newspaper, magazine and television. Besides that growth of ads and their contribution into sale has been studies in detail so the real assessment of advertising effectiveness has been made.

The whole study has been divided into six chapters. First chapter given introduction of the study and explains the research methodology. The second chapter describes ad copy and explains the components and kinds of ad copywith examples in details. The third chapter deals with different ad copies relating to consumer durables and non-durrables published in newspapers and their effect. The fourth chapter deals with different ad copies relating to consumer durables and non-durables broadcasted on television and their effect.. The last sixth chapter express the findings of whole research study and draw conclusions from them. Suggestions for making effective ad copies have been given and for every product category appropriate and most effective ad copu has been recommended.


About the Author
Prof. Basant Mehta, did his post graudation in Banking Management at the university of Udaipur. He was awarded Ph.D., degree in 1985 by the Mohal Lal Sukhandia University, Udaipur.

At present he is working as Dean, P.G. (Research) and professor and head, Department of Banking and Financial Management, JRN Rajasthan Vidyapeeth, Udaipur.

He had completed one U.G.C. Research project and supervising many Ph.D. Scholars.
Prof. Mehta is the Author of 11 books on rural development, banking and HRD. 50 research paeprs have been published in different leading professional journals of the country. He had participated in various seminars.

Anurag Mehta M.Com., Business Administration, Ph.D., from JRN Rajasthan Vidyapeeth, Udaipur in 2008.


Table of Contents

  • Research Methodology

  • Ad Copy : Components and Kind

  • Ad Copies in Newspaper and their Effect

  • Ad Copies in Magazine and their Effect

  • Ad Copies on Television and their Effect

  • Research Findings, Conclusion and Recommendations


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Product Details
  • ISBN-13: 9788183566230
  • Publisher: Discovery Publishing House Pvt Ltd
  • ISBN-10: 8183566235
  • Publisher Date: 2010


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