Advertising and Promotions : An IMC Perspective

Advertising and Promotions : An IMC Perspective

Advertising and Promotions : An IMC Perspective

The book is rooted in sound theoretical concepts with a strong emphasis on the practical component. It introduces students to the concept...

  • ISBN: 9780070080317
  • Availability: Out Of Stock
  • Author Kruti Shah , Alan D'Souza
  • Publisher Tata Mcgraw Hill Publishing Co Ltd
  • Binding Paperback

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The book is rooted in sound theoretical concepts with a strong emphasis on the practical component. It introduces students to the concept of integrated marketing communication, and its major tools, techniques and media, with a special focus on advertising. It serves the needs of both those who are inclined towards the managerial aspects of communication, as well as those who are interested in mastering the creative aspects.

 

Salient Features 

IMC Perspective

A good balance between managerial and creative aspects of the subject

Focus on practical learning, key concepts and applications

Coverage of all major marketing communications topics

Current examples of various types of products and businesses in India

Detailed discussions on some successful and memorable campaigns

Critiques of successful and not-so-successful advertising campaigns

Appendix on career guidance and presentation skills

Rich pedagogy

 

Table of Contents

PART 1: UNDERSTANDING INTEGRATED MARKETING COMMUNICATIONS
Chapter 1. An Introduction to Integrated Marketing Communications
Chapter 2. IMC as an Integral Part of Marketing Strategy
PART 2: THE IMC PROGRAM SITUATIONAL ANALYSIS
Chapter 3. Understanding Consumer Behavior
Chapter 4. Understanding the Communications Process
Chapter 5. Structure of the Advertising & Promotions World
PART 3: ADVERTISING
Chapter 6. Advertising Research
Chapter 7. Advertising Strategy
Chapter 8. Finding the Big Idea
Chapter 9. Creative Execution in Advertising
Chapter 10. Creative Execution and Design in Print
Chapter 11. Creative Execution on Radio
Chapter 12. Creative Execution on Television
Chapter 13. Creative Execution Online
PART 4: OTHER PROMOTION TOOLS
Chapter 14. Sales Promotion
Chapter 15. Direct Marketing
Chapter 16. Public Relations, Publicity and Corporate Advertising
Chapter 17. Unconventional Promotional Media (includes mobile advertising)
PART 5: MEDIA PLANNING AND STRATEGY
Chapter 18. Print Media
Chapter 19. Broadcast Media
Chapter 20. Support Media
Chapter 21. Developing the Media Plan
Chapter 22. Promotion Objectives and Budget Determination
Chapter 23. Monitoring, Evaluation and Controlling Promotions
Chapter 24. The Legal, Ethical and Economic Environments of Promotions
APPENDIX
Appendix 1: Presenting Advertising Ideas
Appendix 2: Landing the Coveted Ad Job

 

Author Kruti Shah, Alan D'Souza
ISBN 9780070080317
Langauage English
Pages 1020
Publisher Tata Mcgraw Hill Publishing Co Ltd
Binding Paperback

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