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whose political posts irritated them. However,majority of the respondents said they ignored
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Journal of Interactive Advertising,
Journal of Political Marketing,
Communication Research,
Annual Review ofPolitical Science
Journal of Information Technology & Politics,
Journal of Computer-Mediated Communication
Journal of CommunicationEncyclopedia of political communication.
Political Research Quarterly
Media Culture Society
SocialScience Computer Review
PoliticalResearch Quarterly
NewMedia & Society,
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Each century is known for somemajor landmark. 2017 refers, in history, asthe Century of Advertising. To this, let meadd 'Marketing'. Vital statistics will provethis point.
World-wide, there is an advertisingboom which continues to grow by leaps andbounds. For example, the advertisingrevenue in India alone stood at Rs. 41400crores in 2014 rose to around Rs. 50000crores in 2016.
Take another example which is heart-warming.. Top line in a 55+ edition vernacularnewspaper read as follows -- 'You are readingcountry's Credible and No. 1 newspaper.' Byany yardstick, it means a newspaper.Juxtaposed to this is the fact that the newspapercarried on a day a Full Jacket, which meansFirst & Second Page of the newspaper, as a fullpage color advertisement of a new Car. For thisFull Jacket 'ad', the Company paid Rs. 3.5crores for all editions on a single day. In simplewords, the daily is dominated by advertisingrevenue notwithstanding its top line describingit as a newspaper.
The above-mentioned advertisingboom is continuously making up with wide-spread industrialization, urbanization andmodernization -- the buzzwords of the conceptof globalization. Advertising and marketingcommunication will, therefore, occupy a prideof place in teaching and practice of thesesubjects in universities/colleges/institutionsand Industry respectively.
Those responsible for formulatingsyllabi for Advertising and Marketing inUG/PG courses in Journalism & MassCommunication have a challenging job ofchurning out quality professionals in these
fields.The book, under review, is, therefore,
timely, relevant and student and teacherfriendly. All along, students of advertising andmarketing have been depending upon booksand literature by foreign writers who,obviously, put forth information on practices intheir countries which are far different fromthose prevailing in our country.
Shri M R Patra, the writer, is entitled tokudos for having authored an exhaustive, wellresearched and well narrated 208-page volume.Professor B.K. Kuthiala, Vice Chancellor,Makhanlal Chaturvedi National University ofJournalism and Communication (MCU) hasrightly said in his Preface 'the book relates tothe present and emerging trends in India puttingthe ent i re pract ice of motivat ionalcommunication in Indian perspective.'
Shri Patra is an experienced teacher ofadvertising and public relations. He is also apractitioner and consultant in the field ofCreative Advertising Marketing strategies andmedia planning. His grip is evident as one goesthrough the book.
The book is part of the project,conceived and launched by MCU, of bringingout text books on each key sector under thewide umbrella of media activities. No other