Advertising Management by Dr. Pradeep Kumar Mishra and Dr. Vijayendra Kumar Shrivastava is a comprehensive and student-friendly textbook designed to meet the academic requirements of the BA 6th Semester Marketing Honours (CBCS) syllabus. The book is equally valuable for BBA and MBA students pursuing Marketing, Advertising, or Communication studies under various Indian universities.

This book provides a clear, structured and practical understanding of the role of advertising in modern marketing. It covers both the theoretical foundations and the managerial implications of advertising—blending academic rigor with real-world relevance. The chapters have been developed with an exam-oriented approach while also focusing on the application of advertising concepts in contemporary business environments.

UNIT I: ADVERTISEMENT (Pages 07–78)

This unit introduces the fundamental concepts, processes and ethical dimensions of advertising. It provides a strong conceptual foundation for understanding advertising as a major tool of marketing communication.

1.1 Advertisement: Meaning & Concept

Definition, characteristics and evolution of advertising as a promotional tool.

1.2 Communication Process

Elements and steps in communication: Sender, message, media, receiver, feedback and noise.

1.3 Importance & Purpose of Communication

Why communication is essential in marketing and how advertising becomes its most influential form.

1.4 Advertising as a Tool of Communication

How ads communicate ideas, create awareness and influence consumer behaviour.

1.5 Advertising Examples

Real-world examples to explain message structure and appeal.

1.6 Objectives of Advertising

Informative, persuasive, reminder, reinforcement, brand building objectives.

1.7 Importance of Advertising

Benefits to:

• Consumers (information, choices, awareness)

• Manufacturers (sales, brand image)

• Middlemen & economy

1.8 Ethical Aspects of Advertising

Truthfulness, fairness, moral responsibility, issues of manipulation.

1.9 Legal & Ethical Constraints

Rules governing advertising practices—

• Consumer Protection Act

• ASCI guidelines

• Laws restricting deceptive or harmful ads

1.10 Principles of Marketing Ethics

Responsible communication, respect for consumer rights, transparency.

1.11 Examples of Objectionable Advertising

Misleading ads, exaggerated claims, socially irresponsible ads.

1.12 Potentially Dangerous Products: Advertising Bans & Restrictions

Tobacco, alcohol, harmful substances; surrogate advertising.

1.13 Legal Aspects Pertaining to Consumer Protection

Mandatory disclosures, warranties, disclaimers, safety norms.

1.14 Guidelines by IAE & ASCI

Standards for ethical advertising practices in India.

1.15 Unethical Practices in Advertising

Stereotyping, emotional exploitation, false claims, puffery.

1.16 Determinants of Advertising Budget

Internal and external factors affecting budget allocation; methods of budgeting.

1.17 Factors Affecting an Advertising Budget

Sales percentage method, competitive parity, objective-task approach.

UNIT II: INFORMATION SEARCH PROCESS (Pages 79–110)

This unit explains how consumers search for, evaluate and select information before making purchases—a key area for designing effective advertising.

2.1 Evaluation Criteria & Decision Rules

How customers judge product alternatives.

2.2 Decision Rules

Compensatory and non-compensatory rules; heuristics.

2.3 Levels of Consumer Decision Rules

Routine, limited and extensive decision-making.

2.4 Stages & Steps in Consumer Decision-Making

Problem recognition → Information search → Alternative evaluation → Purchase → Post-purchase behaviour.

2.5 Consumer Needs & Motives

Psychological and emotional drivers of consumer choices.

2.6 Types of Needs

• Basic needs

• Safety needs

• Social needs

• Ego needs

• Self-fulfillment

2.7 Importance of Understanding Buying Motives

How motives guide advertising strategies.

2.8 Maslow’s Need Hierarchy

Application of the pyramid to advertising appeal design.

UNIT III: SOCIO-CULTURAL FACTORS OF CONSUMER BEHAVIOUR (Pages 111–140)

This unit examines how society, culture and psychological factors shape consumer attitudes and responses to advertising.

3.1 Socio-Cultural Factors in Consumer Behaviour

Impact of social norms, traditions, beliefs.

3.2 Family Influences

Decision roles: initiator, influencer, decider, buyer, user.

3.3 Stimulus-Response Model

How marketing stimuli trigger consumer reactions.

3.4 Buyer Behaviour as Problem Solving

Rational vs emotional decision patterns.

3.5 Social Factors in the Buyer Black Box

Reference groups, family, social roles, status.

3.6 Psychological Factors in the Buyer Black Box

Perception, learning, beliefs, attitudes.

3.7 Cultural Factors

Lifestyle, values, customs and their influence on product choices.

UNIT IV: ADVERTISING AGENCY

This unit explains the structure, functions and professional roles within advertising agencies.

4.1 Role of Advertising Agencies

Importance of agencies in planning and executing campaigns.

4.2 Major Functions of Advertising Agencies

• Creative development

• Media planning

• Client servicing

• Market research

• Production

4.3 Relationship with Clients

Understanding the client’s needs, maintaining relationships, long-term coordination.

4.4 Client–Agency Relationship

A two-way professional partnership; expectations from both sides.

4.5 Role of the Client

Responsibility for branding decisions, approvals, and feedback.

4.6 Services of Selection

Criteria for selecting the right agency.

4.7 Service Activities Performed

Full-service agency tasks: creative, media, research, PR, strategy, digital solutions.