| Introduction | |
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. | |
| Key features | |
| About the author | |
Manendra Mohan PH D in Economics from the University of Manchester. After beginning his career as Head, Marketing Research Division, Union Carbide India Ltd., Dr Mohan moved to London to work as a senior consultant with Economic Models Ltd. He then moved over from industry to academics and joined the Indian Institute of Management (IIM), Ahmedabad as a professor of marketing and economics, after an initial orientation stint at the Harvard Business School. | |
| 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 | |
