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Advertising: Methods, Research and Practices
Millions of people are exposed to thousands of brands daily through different means, and we may categorise some as advertisements. William M. O’Barr calls it “conditioning of the consumers.” Advertisements can be analysed from different perspectives. For instance, Philip Nelson, in his study “Advertising as Information,” analyses advertisements based on the capacity of advertisements to direct the information toward the consumers, helping them separate one brand from another. Demetrios Vakratsas and Tim Ambler, in their study “How Advertising Works: What Do We Really Know?” discussed factors like “consumer’s belief and attitudes” and “behavioral effects” leading to pu...
Shiv Datt Sharma
SHIV DATT SHARMA - Life and Work is intended and written as a Reference Book. With rapid drop in the numbers of those who once upon a time read non-fiction for widening the horizons of their minds with progressively deepening understanding of human purpose, concerns, and creativity, hordes of Coffee-Table Books have been flooding the modern market sustained by strategic lobbying and clever hype. These publications regardless of their authors' credentials have one thing in common: They all carry glossy pictures and flashy opinions that border on the frivolous but promise good reading as cheap amusement for sure-shot time-killing. They thus leave their readers no wiser than they were when they...
The Delhi Walla - Portrait
'The Delhi Walla is Delhi's most idiosyncratic and eccentric website, but reflects a real love of this great but under-loved and underrated city' - William Dalrymple Completing the colourful series of guidebooks on Delhi, this is a book on the people who make the city what it is. From the touching stories of jobless people, beggars, transgenders and the aged, to the stories of fame and success of Delhi's celebrities and achievers, it gives you a glimpse into the lives and minds of people who live in the capital. Among those featured are Arundhati Roy, S.H. Raza, Mushirul Hasan, a dog named Editor, a smack addict and a handicapped man with no limbs who supports his parents.
Molecular Breeding for Rice Abiotic Stress Tolerance and Nutritional Quality
Presents the latest knowledge of improving the stress tolerance, yield, and quality of rice crops One of the most important cereal crops, rice provides food to more than half of the world population. Various abiotic stresses—currently impacting an estimated 60% of crop yields—are projected to increase in severity and frequency due to climate change. In light of the threat of global food grain insecurity, interest in molecular rice breeding has intensified in recent years. Progress has been made, but there remains an urgent need to develop stress-tolerant, bio-fortified rice varieties that provide consistent and high-quality yields under both stress and non-stress conditions. Molecular Br...
The Stars in My Sky
In her second book, award-winning actor Divya Dutta recounts her experiences with some of the stalwarts of Bollywood who played a significant role in her film journey. She talks about the inspirations they have proved to be in her life through what they did for her and what she learnt from them. From winning an acting scholarship with Sonali Bendre to sharing a vanity van with Juhi Chawla and her bond with Shabana Azmi, she tells it all with rare candour and humility. Her interactions with stars like Irfan Khan, Amitabh Bachchan, Rakeysh Mehra and many more shows not only the deep impact they had on her life but also how that defined the trajectory of her own career.
Stardom in Contemporary Hindi Cinema
In this book, film scholars, anthropologists, and critics discuss star-making in the contemporary Hindi-language film industry in India, also known as “Bollywood.” Drawing on theories of stardom, globalization, transnationalism, gender, and new media studies, the chapters explore contemporary Hindi film celebrity. With the rise of social media and India’s increased engagement in the global economy, Hindi film stars are forging their identities not just through their on-screen images and magazine and advertising appearances, but also through an array of media platforms, product endorsements, setting fashion trends, and involvement in social causes. Focusing on some of the best-known Ind...
Sanjay Dutt
IndiaÕs top Bollywood biographer tells the uncensored story of SanjayÕs roller-coaster life Ð from the tragic deaths of both his mother and his first wife to the time he smuggled heroin into the US and from the painful rehab he had to go through to his curious phone calls to gangster Chhota Shakeel.
Bengali Offbeat Cinema: After Satyajit Ray
This book talks of the Bengali Offbeat genre specially after the demise of Satyajit Ray. This book argues with ample data that on the contrary, the genre swelled further in the last 28 years with over 400 offbeat movies, made by younger generations charted new paths.
The Clever Tailor
This adaptation of a European folktale is about a talented tailor who uses his creativity to provide for his family.
India 2021
This is a Reference Annual, a yearbook carrying all the information of central government schemes, programmes and policies. Information of States and UTs is also included in the Reference Book.
