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Description - Planning for Power Advertising by Anand Halve

The Art of Advertising Planning is a sound and comprehensive introduction to advertising planning and branding. It discusses key issues and market realities, many of which are ignored and neglected in developing markets. The structure of this book follows a stepwise process, which starts from the beginning of the advertising planning process to the end product, which is the creative brief. Each chapter discusses a conceptual principle, which is illustrated by relevant examples. Some key issues discussed in this book are: Planning for communication in a context; Segmentation: Studying and understanding the dimensions, demographics, and psychographics of the target group; Differentiators and Motivators: Discovering what can change the consumers' mind; Managing a brand over time: Looking at the entire life-cycle of a brand; Each chapter ends with an 'Action Point', which helps the reader to apply the principles discussed through an exercise.

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Book Details

ISBN: 9780761933540
ISBN-10: 0761933549
Format: Paperback
(241mm x 184mm x mm)
Pages: 260
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 4-Oct-2005
Country of Publication: United States

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Author Biography - Anand Halve

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).

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