SELECTED COMMONLY USED TEXT-BOOKS IN THE SOUTH ASIA REGION

III. Advertising and Public Relations 1.Adams, Charles, E.: Common Sense in Advertising. New York: Mc Graw Hill Book Co., 1965. The books lays down certain fundamental rules regarding advertising. It dispels the aura about advertising and emphasises a "common sense" approach. 2. Chunnawalla, S.A. & K.C. Sethia: Foundation of Advertising Theory and Practice. Bombay: Himalaya publishing House, 1985. The book discusses the art of advertising which is an economic force, a marketing tool and a social process. The topics covered are advertising principles, agency operation, media planning, advertising appeals, copy and effectiveners of advertising. The strength of the book lies in its use of Indian examples and cases to illustrate concepts and practices. 3. Jefkins, Frank: Advertising made simple. London: W.H. Allen, 1973. A basic book on the subject. The author, true to the title, has discussed the subject in a simple and step by step approach. 4. Kleppner, Otto & Others: Advertising Procedure. Englewood Cliff, NJ: Prentice - Hall, 1983. A book that is widely followed across the region. Although set in the US, the book which has run into several editions has dealt with the subject in a manner that students and teachers appreciate. Topics such as preparing advertising copy are the attractive features of this book. 5. Ogilivy, David: Confessions of An Advertising Man. New York, Althenium, 1963. Although many practitioners would have the academics believe that advertising isn't exactly what Ogilivy has to say, this book is widely followed. More so because the author provides examples that he has worked on. 6. Packard, Vance: The Hidden Persuaders. New York: Pocket Books Inc., 1958. Clearly a classic, this book is useful to analyse the strengths and weaknesses of advertising. The persuasive nature of advertising is clearly explained. 7. Rather: Advertising Management. Bombay: Himalaya Publishing House, 1984. The book covers all aspects of advertising from principles to practices to evaluation methods. Notable areas covered in the book are rural advertising, industrial advertising and public relations as they relate to the Indian situation. 7. Wright J.S & al.: Advertising. New York: Mc Graw Hill Co., 1973. This is a popular book which deals with the subject adequately. The context is the US. 50. Basu, Anil: Public Relations: Problems and Prospects. New Delhi: Space Age Publication, 1987. The book surveys the PR scene analytically and attempts to provide a base for a new phase in the growth of PR in India. Various aspects of PR have been illustrated with Indian examples. 8. Black, Sam: Practical Public Relations. Englewood Cliffs, N.J.: Prentice Hall, 1983. A basic book in the subject in many institutions. The author provides a good insight into the fundamentals of the profession. 9. Chauhan, A.S.: Bublic Relations. New Delhi: Varma Bros, 1978. An introductory book that deals with the Indian situation. 10. Cutlip, Scott M. & Allen H. Center: Effective Public Relations. Englewood Cliffs, N.J: Prentice-Hall, 1982 Comparable to Sam Black's book mentioned earlier. In many institutions this is the only book that is followed. The PR discipline has been presented clearly with appropriate illustrations in the US situation. 11. Kaul, J.M.: Public Relations in India. Calcutta: Naya Prakash, 1988. The book deals with the principles of public relations and its practice in India. Public relations in private as well as public sectors has been discussed and many case studies have been presented. 12. Reddi, C.V.N.: How to be a good P.R.O. Hyderabad: Sharada Publications, 1976. A popular book which reveals the vast experience of the author in the Indian context. The book begins with an introduction to Mass Communication and deals with specific aspects of PR such as government information service and stages of PR.