Description

About the Book

The present edition introduces both current and classical theories of mass communication and explains the media literacy and technological movement. This book has given particular attention to the role of mass media in the context of India. All the major developments in the field of mass communication have been discussed and examined with a particular reference to India. As a matter of fact, this book provides the thorough study of mass media and its impact and relevance for India. The authors have made serious and sincere effort to incorporate all the key elements of mass communication both from the theoretical as well as empirical perspectives. This edition is an invaluable source of knowledge for the graduate and post-graduate students undertaking mass communication.

About the Authors

B.K. Chaturvedi: MBA from University of Calcutta and Ph.D. from Uttakal University (Bhubaneswar) is a noted scholar of Business Management specializing in media management. He has vast experience of conducting, coordinating and reviewing impact assessment of development projects in various business sectors. Presently, he is a Senior Reader and Faculty Incharge of I.P. College, Ghaziabad (U.P.). He has contributed significantly both nationally and internationally in building the technical capacity in the field of media management through his professional inputs in academic and training programmes. He has also served as consultant on several corporate houses for business appraisal of development projects, and worked as a consultant for several international agencies.

Dr. S.K. Mittal is Professor of Advertising and Integrated Marketing Communications at the Medil School of Journalism, North western University Chicago, where he and his associates have pioneered the first graduate programmed in Integrated Marketing Communications. Before joining North western in 1977, Mittal was Senior Vice President of Advertising and Public Relations in Mumbai for a Multi National Company. He has consulted, lectured and held seminars on marketing, marketing communications, advertising, sales promotion, direct marketing and creative strategy in the Unites States, Europe, South America and Asia. Mittal is the Editor of Direct Marketing Journal of the Promotion Marketing and the first recipient of the Direct Marketing Educator of the Year Award (1999), presented by the Direct Marketing Educational Foundation. Originally held from Rajasthan, Mittal has a very powerful presence in the international arena.