Brand Building and Special 
      Purpose Advertising
      Brand Building: Communication Process,A 
        IDA, Role of advertising in developing Brand 
        Image, Brand Equity, and managing Brand 
        Crisis.
      Special purpose Advertising: Rural 
        Advertising, Political Advertising, 
        AdvocacyAdvertising, Corporate Image 
        Advertising, Green Advertising
      Trends in Advertising: Media,Ad.spendings, 
        Execution of Ad.
     Module 4.1 Brand Building
      Brand : Any Name sign, symbol or 
       slogan given
     to a product/service for it’s distinct 
     identity in Market.
     e.g. Nirma,Philips,LIC
       Communication process
       Ad. As a mass communication process.
       Mass Media
       All elements of communication process
        Ad. As a communication 
        process
        Sender: Advertiser
        Channel: Media
        Receiver: Target audience
        Message: Advertisement
        Encoding: Branding
        De-coding: Brand Image, equity
        Barriers: Language, technical/other 
          problems
        Feedback: Increase in demand
     AIDA
      Formula for creating and developing 
       effective Advertisement.
      By E.K.Strong
      A: Attracting attention
      I: Arousing Interest
      D: Creating Desire
      A: Securing Action i.e. demand