This book is a step-by-step guide to producing a sound foundation for advertising:
one that will serve as the springboard to inspire powerful creative expression.
Rich in cases from the evolving 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.
For advertising professionals, this is a manual to create a robust advertising
brief. For students of advertising and marketing, Planning for Power Advertising
is a simulation exercise from which they will learn how to apply the principles
that will help them in their future careers. And for professionals in areas related
to advertising—such as media, event management and PR—this book provides
an insight into how the strategic underpinning of advertising is built.