| Summary, etc. |
"Introduction : the state of Indian advertising research - Environment of rural marketing and advertising and advertising in India : introduction , India at a glance, India : the new 'Hindu' economy, rural India : emergence of a new market , the paradigm shift and the BOP business model - Language, communication and conventional media : introduction, language and modes of communication, the Indian mass media, the advertising industry, globalization and its impact - Non-conventional media : introduction, evolution of rural media, reaching rural India : key issues, non-conventional media forms, non-conventional media language, globalization and marketsation of rural discourse, conclusion - Advertising communication and language : introduction, the aim and power of advertising, communication models, integrated marketing communication models, language and the brain, Approaches to the languageof advertising, linguistic creativity : two fundamental strategies, creative of misleading advertising? - The making of a rural advertisement : introduction, production processes, putting a product positioning idea into words, structure of an Ad, techniques of content analysis, typology of rural Ads - Wall advertising : globalization, localization, or glocalisation? : introduction, globalization in the margins: issues and problems, wall advertising: its characteristics and effectiveness, globalization : two views and underlying strategies, content analysis and marketsation of discourse, resolving the 'standardisation' versus 'Adaptation' dilemma - Commercial advertising : introduction, segmentation of the rural market and product innovation, radio advertising, radio advertising for psychoacoustic effects, television advertising, print advertising, creativity through mixing, information sstructure and units, pricing and the discovery of the 'sachet' strategy, warnings - Social and developmental messages : introduction, the audience and communication challenges, social and developmental campaigns - Imaging and imagining women : introduction, gender coding, gender: visual representation, targeting women through language, metaphors, puns, parodies and songs, impact of music videos and TV serials - Religion and advertising : introduction, television serials, Indian films, and other media modalities, audiocassettes, devotional literature, and music videos, fairs and festivals, visual language, marketing taboo products, language and discourse patterns -- A new era of marketing and rural communication : introduction, the BOP business model, ITC's e-choupal : an age-old tradition, the evolution of rural communication: bridging the language and digital divides," |