for Power advertising
the Author - Anand Bhaskar
Halve has over 25 years of experience
in advertising and is a founder member
of chlorophyll brand and communications
consultancy, Mumbai. An alumnus of the
Indian Institute of Management, Ahmedabad
(IIMA), he also conducts advertising workshops
there, and has been a visiting faculty
a the Mudra Institute of Commnciations,
here for Book Mark Archives
About the Book
more than 50 million mobile phones beeping
around the country, mushrooming brands
at the supermarkets, and sprawling shopping
malls all over, the challenge clearly
for advertisers is to create powerful
advertising that helps brands stand out
in the crowd.
The book is step-by-step guide to producing
a sound foundation for advertising : one
that will serve as the springboard to
inspire powerful creative expressions.
Rich in cases from the living 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.
Participatory and pragmatic in its approach,
the key issues discussed are competition
and the changing nature of the markets.
Understanding differentiator and motivators
- discovering what changes the consumer's
mind. How to look, bend positioning and
identify what can make your brand unique.
With a robust advertising brief, for students
of advertising and marketing, planning
for power advertising is a stimulation
exercise from which they will learn how
to apply the principles that will help
them in their future careers.