ADVERTISING
2019
Pages : 144
ISBN 978-93-82394-43-3
Price: Rs. 699 + Postage
Ad Ventures: Reliving the Golden Era of Advertising in
Madras describes the path-breaking advertising campaigns
created by JWT/HTA during the years 1963 to 1973. Written
by a research analyst who was involved in every HTA campaign, it
gives the reader a ringside view of the successes engineered by a
group of dedicated advertising professionals; the reader is drawn
gently and completely into the process: from convincing the client
to the genesis and execution of creative ideas that led to the
establishing of advertising as an industry in Madras.
Part 1 of the book extensively deals with the advertising
tools adopted by JWT/HTA to create meaningful creative
ads for the clients.
In Part 2 the author, through case studies, explains the
background to various campaigns.
Every aspect of advertising principle is brought out in
these case studies.
The case studies include: first time ‘reluctant’ public
sector clients; client who would like to find new users
and new uses for their products; clients who had to be
persuaded to accept market segmentation; client who
could not be revived by any amount of advertising;
client who had no clue to Indian ethos for naming their
brand; clients who had to be advised to sell a product
class rather than their brand.
And many more...
