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Planning to pursue advertising courses after 12th? Check these books that you must read

November 23, 2023

Every year, the world of marketing and advertising scales new heights. As the demand for talented marketers grows, it’s vital for those eager to join this field to equip themselves with the right knowledge. If you’re planning to pursue advertising courses after 12th, here’s a list of must-read books to get you started:

1. How Brands Become Icons by Douglas B. Holt

This book is an incredible resource for advertising students seeking to understand the dynamics of brand building and the creation of iconic brands. The book explores case studies of successful brands and delves into the cultural, social and psychological factors that contribute to their iconic status. The book will help you develop a deeper understanding of brand strategy, positioning and the power of storytelling in advertising.

2. Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time by Howard Schultz

In this book, the author explores the process of building a successful brand and creating a distinctive customer experience. The book chronicles the journey of Starbucks, highlighting the importance of passion, innovation and customer-centricity in building a global brand. The book offers lessons on brand differentiation, customer loyalty and the integration of marketing and operations.

3. Adland: A Global History of Advertising by Mark Tungate

This brilliant book provides a detailed look at the various revolutionary points in the history of advertising throughout the world. You will get an understanding of the groundbreaking advertising campaigns, strategies, and more from the past that changed the industry. The book also outlines the roots and challenges for advertising over the years. So, you can learn from real-world examples and apply those strategies in your future endeavours in the field.

4. Creativity, Inc. by Ed Catmull & Amy Wallace

As the name of this book suggests, it emphasises the importance of innovative ideas and creativity in business settings. By taking you behind the scenes at Pixar Animation Studios, the authors show how creative solutions and strategies can help businesses grow in real life. Since advertising is all about creativity, you can learn how to manage creative teams, deal with obstacles along the way, and encourage others to share innovative ideas. The book also promotes the idea of taking risky creative decisions even if there is failure. This is an idea to live by for most advertising professionals.

5. Positioning: The Battle for Your Mind by Al Ries and Jack Trout

This brilliant book focuses on the concept of positioning and its impact on successful marketing campaigns. The book highlights the importance of creating a unique and memorable position in the minds of consumers. It offers insights into targeting specific market segments, developing effective communication strategies, and differentiating brands from competitors.

6. Designing Brand Identity by Alina Wheeler

Advertising can go a long way in establishing brand identities and that is the primary topic in this book. The author explores important aspects, such as visual design, brand strategy, brand experience, and more. After reading the book, you can appreciate just how vital it is to build a cohesive and hard-hitting brand image through ad campaigns. The book also teaches how to use visual cues to communicate brand values to clients and customers.

Looking for admission into advertising and PR courses?

Explore our B.A. (Hons.) Advertising & PR programme. This course is tailored for students aspiring to thrive in fields such as advertising, brand coordination, or promotional events. Key modules include brand coordination, campaign strategies, and public engagement. Key features include:

Learner-centric approach
Hands-on training aligned with industry standards
Prime job placement opportunities
Internship experiences with renowned firms
Focus on cultural awareness, societal integration, and holistic personal growth
An inclusive, diverse, and lively setting
Top-tier facilities including state-of-the-art studios and media centres.

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