AD VENTURES

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...