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ADVERTISING is a brilliant form of art that has become an indispensable part of our lives. As the business scene has transformed for the better in our country, much is happening on the advertising front. To tap the progress of Indian Advertising in this changed scenario, a third edition of the book ?Advertising and Sales Promotion? has been prepared for the students. In this new edition, all the chapters have been revised and some moderately updated with more relevant text, figures, boxes, exhibits and references. Highlights of this edition: v Matter on Segmentation now includes current framework of Values and Lifestyle and Positioning topic has been re-written. v Text on Brand Personality and Image has been updated. v New Appendices have been added at the end of Part -I and Part - IV, respectively. v Some new Boxes with insightful contents have been added. v Some of the old exhibits have been replaced with the new ones. The book essentially deals with the dynamic concept of Sales Promotion and its effect on the consumer. Particularly meant for the students of management, specialising in marketing; the book provides a thoroughly educative and interesting reading. Contents Include: SECTION ONE: ADVERTISING Part-1 / Introduction to Advertising and a Brief History/Advertising Classification, Functions and Benefits/Economic, Social, and Ethical Issues/Client and Advertising Agency / Part-II / Marketing Communications/Source, Message, and Medium Factors/Consumer Behaviour Perspective/Advertising Response Process (How Advertising Works)/Attention, Comprehension and Recall / Part-III / Segmentation and Positioning/Brand Awareness, Brand Attitudes and Feelings/Brand Equity, Image and Personality/Advertising Objectives and Budget Allocation / Part-IV / Media Planning and Strategy/Media Evaluation/Support Media/Internet / Part-V / Creative Strategy ? Planning and Development/Creative Strategy ? Execution and Evaluation/Planning Advertising Campaign /Advertising Research SECTION TWO: SALES PROMOTION Part-VI / Sales Promotion/Sales Promotion and Consumer Behaviour and How Promotions Affect Sales/Sales Promotion ? Objectives and Budget Allocation/Sales Promotion ? Design Issues, Planning Guidelines and Evaluation / Part VII / Sales Promotion ? Tools and Techniques Printed Pages: 658. Buchnummer des Verkäufers 29910
Titel: Advertising and Sales Promotion (Third ...
Verlag: Excel Books
Auflage: 3rd edition.
Buchbeschreibung Motilal Books UK Apr 2008, 2008. Taschenbuch. Buchzustand: Neu. 241 x 184 x 53 mm. Neuware - Advertising is a brilliant form of art that has become an indispensable part of our lives. As the business scene has transformed for the better in our country, much is happening on the advertising front. This book deals with the dynamic concept of Sales Promotion and its effect on the consumer. Englisch. Artikel-Nr. 9788174466396