Advertising Management : Concepts and Cases
This is a comprehensive book presenting an integrated approach to concepts and cases in advertising. The book examines every aspect of advertising...
- ISBN: 9780074517802
- Availability: In Stock
- Author Manendra Mohan
- Publisher Tata Mcgraw Hill Publishing Co Ltd
- Binding Paperback
- ADD-Shipping Charges 99
MRP Rs699.00 Our Price Rs615.00
USUALLY DISPATCHED IN 2-3 DAYS
GUARANTEE: NO PIRACY OR USED BOOKS
Rs 49 FOR BOOK VALUE BELOW RS 400
Rs 99 FOR BOOK VALUE Rs 400 & ABOVE
WE ACCEPT PAYMENT BY
This is a comprehensive book presenting an integrated approach to concepts and cases in advertising. The book examines every aspect of advertising and sales promotion - an area of marketing, which is becoming increasingly important in a firm`S total promotion mix.
The book takes a close look at the economic and social implications of advertising planning, budgeting, effectiveness, industrial and institutional advertising and the future of advertising in India and other developing nations. An important feature of the book is the inclusion of outstanding cases, such as the Cancer Check Case, L & T Fuse Switch Advertising Case, and the Amul Extension Services Case. The book would be very useful for postgraduate students of management and for students doing their diploma in advertising and marketing. Advertising professionals would also find this book a valuable reference source.
Exemplification of the various advertising management principles by quoting a number of outstanding cases, such as the cancer check case, the nirodh promotional strategy case, the waving case etc.
The book has a wide coverage ranging from advertising in the socio-economic and cultural context, its futuristic aspects, its practical applicability and most importantly its'Indian Touch'
Table of Contents
Chapter 1. Advertising -Its purpose
Chapter 2. Economic and Social Implications of Advertising
Chapter 3. Advertising in Marketing Mix
Chapter 4. Advertising Process
Chapter 5. Advertising Strategy Planning and Organisation
Chapter 6. Advertising Appropriation
Chapter 7. Creative Strategy
Chapter 8. Creative Execution and Judgment
Chapter 9. Media Decisions
Chapter 10. Other Promotional Media and Methods
Chapter 11. Evaluation of Advertising Effectiveness
Chapter 12. Advertising Agency Functions, Selection and Coordination
Chapter 13. Industrial Advertising
Chapter 14. Institutional Advertising
Chapter 15. Non-Commercial Advertising
Chapter 16. Future of Advertising in Developing Countries
|Publisher||Tata Mcgraw Hill Publishing Co Ltd|