Advertising Management : Concepts and Cases

Advertising Management : Concepts and Cases

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
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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.


Salient Features

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 and Functions
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

ISBN 9780074517802
Langauage English
Pages 429
Publisher Tata Mcgraw Hill Publishing Co Ltd
Binding Paperback

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