CONTENTS:- 1. Introductin and Methodology; 2. Promotion Mix; 3. Advertising Media; 4. Social, Economic and Ethical Aspects of Advertising; 5. Advertising Effectiveness and Evaluation; 6. Data Analysis and Interpretation; 7. Findings and Suggestions;
This book is an illustration of research study- a comparison of advertising effectiveness of Doordarshan and cable T.V. network. Today, with a spate of channels, multitude of channel programmes, niche channels, and specific programmes, variety of programmes with mind boggling advertising innovations and ever changing audience preferences and tastes require presently on in-depth study of nuts and bolts of advertising on the idiot-box and the measurement of advertising effectiveness. The book consists of seven chapters mostly dealing with conceptual and analytical studies on marketing, promotion, mix, media mix, socio-economic and ethical aspects of advertising, advertising effectiveness studies etc. The main focus in this book is on advertising effectiveness studies etc. The main focus in this book is on advertising effectiveness on T.V. by comparing D.D. and cable T.V. network.