MUMBAI: A few days ago Oxford Bookstore and Response Books, launched the book Planning for Power Advertising. This is a users’ manual for students and practitioners.

It has been written by IIM Ahmedabad alumnus Anand Bhaskar Halve. McCann-Erickson (India) president Santosh Desai released the book

 
Apeejay Oxford Bookstores CEO Rajiv Chowdhry says, “At Oxford Bookstores we are home to a diverse range of books. Planning for Power Advertising makes a much required contribution to the oft neglected field of advertising and communication within the Indian context and we are pleased to be partnering with Response books to launch this helpful users manual.”

The book is a step-by-step manual for producing a strategically sound advertising brief - one that will serve as the springboard for actual creative communication. It offers an understanding of how strategic advertising is created and is rich in cases and examples as to what works in the marketplace, and why.

 
 
For advertising professionals (creative, media, event management, public relations and the like), there are discussions on key issues and market realities, as well as analyses of consumer markets. For students, it also provides simulations to enable them to apply the principles and processes that make for power advertising.

 
Participatory and pragmatic in its approach, this book will be used as a text by students and will be of equal use to professionals in the world of advertising and related fields.