Advertising and media research

This book is more catered to readers who have no background on the media. It is more informational than instructional. It`s great if you are looking into learning about how the media works per se but not if you are concerned about effectivley positioning your products in the market. This hand book provides you a comprehensive yet highly readable overview of the rapidly changing media planning and buying environment. About Author : S K Malhotra is Reader of advertising and communication at the Jadavpur University, Calcutta. He received his BBA from C.C.S University, Meerut in 1979 and MBA from one of the reputed institute from Poona University in 1984. He has research interests in Advertising and Media, Brand attitude, Product Identification and Market segmentation. He is Professor, Head of the Department of Advertising and Communication and Director of the MDRI Institute, Nagpur. Contents : Preface Advertising And Media Research Agency Points On Advertising Modeling The Effectiveness Of Advetising Specific Emotional Responses To Advertising Effect Of Music On Brand Attitudes Effects On Recall And Cognitive Responses To A Radio Advertisement Effects Of Advertised Price Appeals In Advertising International Advertising Research And International Communication Theory Role Of Cultural Value Orientations ---- Bibliography Index