Advertising and Brand Building: Principles and Case Studies

In the modern world, advertising remains the most influential element for the promotion of products and services. It has become the most crucial part of marketing strategies, where attracting and retaining consumers is a challenging task in today's competitive world. Consumers are exposed to constant commercial messaging every day in the form of outdoor advertisements, newspaper insertions, TV commercials, discount coupons, sale contests, door-to-door publicity, event sponsorships, telemarketing calls, e-mails, and so on. These are the communication tools that marketers use to initiate and maintain contacts with their existing and prospective customers. Marketers around the world spend billions of dollars every year in pursuit of building strong brands. However, in a marketing environment marked by media fragmentation, changing technology, and demanding customers, companies must pay particular attention to how their brands are prone to shortened lifecycles. Based on research conducted by scholars in India, this book contains papers on different aspects of advertising and brand building. The contributions provide insights into the requirements of successful marketing in the present day competitive world.