❖ Has the advertising scenario changed in India in recent times?
❖ What are the emerging patterns, concepts and paradigms in the advertising industry?
❖ How has Internet in your opinion changed the rules of marketing and communication and the associated dynamics of the market place?
❖ Advertising on mobile phones has also become quite popular recently. What are your views on this?
❖ Is in store merchandising programs becoming as popular as Internet or mobile phones?
❖ Retro advertising has gained popularity in TV commercials, ad jingles, and print ads, what are your views on this?
❖ Critics have argued against retro advertising because of lack of innovation. Do you feel the same?
❖ Many companies are opting for product placement rather than having separate commercials. Any specific reason for this change?
❖ Can product placement in movies or serials be deceptive and distracting?
❖ Has surrogate advertising picked up in India like in the international countries?
❖ What new media methods and models can sponsorers and advertisers use to build a lasting emotional connection with their brands?
ADVERTISING AN OVERVIEW
CHAPTER 1: INTRODUCTION TO
1. Defining Advertising
2. Features of Advertising
3. Active Participants in Advertising
4. Benefits of Advertising
CHAPTER 2: MARKETING MIX AND
1. Advertising as an element of marketing mix
2. Advertising as a tool of Integrated Marketing Communication
CHAPTER 3: ADVERTISING PLANNING
3.1 Target Marketing
3.2 Advertising Planning Framework
CHAPTER 4: TRADITIONAL MEDIA IN
4. Outdoor advertising
4.5 In-store advertising
4.6 Direct marketing
NEW APPROACHES IN ADVERTISING
CHAPTER 4: NEW MEDIUMS USED IN
2. Mobile advertising
4. Retro advertising
5. Surrogate advertising
6. Product placement
7. Ambient advertising
CHAPTER 5: ADVERTISING IN THE NEW
AGE MEDIA- A BIRD’S EYE VIEW
1. Interview with Mr. Sameir Amritwar
2. Interview with Mr. Nagesh .S
3. Interview with Mr. Vijay Iyer
4. Interview with Mrs. Gita Sashidharan
CHAPTER 6: ANALYSIS &
CHAPTER 7: THE CHANGING WORLD OF
7.1 Future of Advertising
[pic] EXHIBIT 1.11
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