19.1109, Books: Sociolinguistics/Pragmatics: Bhatia

Thu Apr 3 15:34:57 UTC 2008

LINGUIST List: Vol-19-1109. Thu Apr 03 2008. ISSN: 1068 - 4875.

Subject: 19.1109, Books: Sociolinguistics/Pragmatics: Bhatia

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1)
Date: 03-Apr-2008
From: Rajat Chandra < rajat_c at macmillan.co.in >
Subject: Advertising & Marketing in Rural India: Bhatia

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-------------------------Message 1 ---------------------------------- 
Date: Thu, 03 Apr 2008 11:33:09
From: Rajat Chandra [rajat_c at macmillan.co.in]
Subject: Advertising & Marketing in Rural India: Bhatia
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Title: Advertising & Marketing in Rural India 
Subtitle: Language, Culture, Communication 
Publication Year: 2007 
Publisher: Macmillan India
	   http://www.macmillanindia.com/

Book URL: http://www.macmillanindia.com/ 

Author: Tej K. Bhatia

Hardback: ISBN:  9780230633896 Pages: 360 Price: ----  465.00 Comment: Indian Rs

Abstract:

Economic liberalisation, globalisation and growing economic power have led
to the development of rural India in the past two decades. This book
explores the various facets of rural media and integrated marketing
communication. In order to meet the formidable challenges of reaching
638,365 villages, Indian advertisers have mastered the art of the video-van
form/technology and the art of crafting messages customised to meet rural
tastes and sensibilities. The revised edition follows a 'bottom-up'
approach and presents case studies of rural markets (hâts), advertising
media discourse and unique features of Indian rural advertising grounded in
Indian urban and rural multilingualism. Facts, figures, tables and analyses
have been updated and new developments and approaches to the study of
advertising and marketing (e.g. e-choupal) have been added. Both
'conventional' and 'non-conventional' media forms are accounted for in
order to provide a holistic and systematic perspective on rural advertising
and marketing media. Interviews with rural consumers and media giants
provide a first-hand look at the dynamics and complexity of Indian rural
media on one hand and the interaction of the various manifestations of
rural media with urban media on the other. The study is the first of its
kind devoted to advertising in rural India.

Contents

*Introduction
*Environment of Rural Marketing and Advertising in India
*Language, Communication, and Conventional Media
*Non-Conventional Media
*Advertising Communication and Language
*The Making of a Rural Advertisement
*Wall Advertising: Globalisation, Localisation, or Glocalisation?
*Commercial Advertising
*Social and Developmental Messages
*Imaging and Imaging Women
*Religion and Advertising
*A New Era of Marketing and Rural Communication
*Advertising and Marketing in Rural India: Present and Future
*References
*Index

Website: http://www.macmillanindia.com

For oversea's orders: http://www.ubspd.com

Contact: Mr. M K Kalsi (mkkalsi at ubspd.com) or Mr. Amrit Lal Sharma
(alsharma at ubspd.com). 

Linguistic Field(s): Pragmatics
                     Sociolinguistics

Written In: English  (eng)

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http://linguistlist.org/get-book.html?BookID=34719

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