TABLE OF INDEX

S.NO. CONTENT
ACKNOWLEDGEMENT 1. INTRODUCTION
1.1 THE EFFECTS OF ADVERTISING HARMFUL GOODS AND SERVICES VERSUS ANTI-ADVERTISING 1.2 THE NEGATIVE IMPACT OF DIRECT-TO-CONSUMER ADVERTISING 1.3 PUBLIC GOOD VERSUS PUBLIC BAD ASPECTS OF ADVERTISING 1.4 ADVERTISING COSTS AND ITS IMPACT ON PROFIT AND NET INCOME 1.5 OVERLAPPING NATURE OF PUBLIC GOOD AND PUBLIC BAD ASPECTS OF ADVERTISING 1.6 ADVERTISING, MEDIA COVERAGE AND ELECTION RESULTS

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ADVERTISING AND CONSUMER BEHAVIOUR

3.

EFFECT OF ADVERTISEMENT ON SOCIETY

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4.

ADVERTISEMENT EFFECTIVENESS ON DEMAND

4.1 ADVERTISING AND SHIFTING DEMAND 4.2 THE PSYCHOLOGY OF ADVERTISING 4.3 ADVERTISING ETHICS

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5.

ECONOMIC EFFECTS OF ADVERTISING

5.1 ECONOMIC RATIONALE TO CREATE ADVERTISING 5.2 ECONOMIC RATIONALE TO ACCEPT ADVERTISING 5.3 ECONOMIC RATIONALE TO USE ADVERTISING

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6.

ROLE OF ADVERTISING IN CREATING BRAND PERSONALITY

6.1 ENDORSER 6.2 SYMBOLS & LOGOS 6.3 SLOGANS / PUNCHLINES

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7.

ADVERTISEMENT AGENCIES AND THEIR ROLE

7.1 ADVERTISEMENT COMPANY IN INDIA

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8.

CASE STUDY
8.1 CONSUMERS PREFERENCE FOR BOURNVITA 8.2 POWER OF ADVERTISING

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9.

CONCLUSION BIBLIOGRAPHY

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