Art of Advertising (Book Review)

Abstract

An understanding of how advertising works needs to be cautioned by an appreciation of the contradictions and complexity inherent in this marketing communication activity. Understanding the scene behind advertising, its rich assortment of attitudes, emotions, information, perceptions and behavioural patterns has been a challenge to many authors, marketing researchers and professionals and therefore requires further examination. This work gives an intensive review of the book titled Art of Advertising, by Arun Mahapatra. The purpose of this text is to inform readers how the domain of advertising figures in the logistics of business expansion. The main weakness of the book is its failure to present world-class and local practical case studies, exhibits illustrations, checkpoint questions, and synopsis which assures continuity and reinforcement of the concepts coved in each chapter. Nevertheless, Art of Advertising is a very good resource book for marketing professors and university students and universities pursuing business studies, marketing, and entrepreneurship programmes. It is also an important text for operators in the advertising industry. The book will also be useful to media and advertising agencies in developing countries like Tanzania. Marketing researchers may also benefit from the concepts and gaps identified in the text as they opened up ideas for further research in advertising and consumer research. Furthermore, imminent improvements are recommended to give this book a more outstanding role towards this highly important subject in this era of digital advertising.