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Advertising: An IMC Perspective (Second Edition)

by S N Murthy,U Bhojanna

Publisher: Excel Books

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About the book

Success of any organization depends on the effectiveness of communication with the target audience. Therefore, companies are constantly looking for new ways to reach the customers. This has resulted in fierce competition among the brands with greater emphasis on advertising and promotion tools. This book deals individually with various communication tools as well as how they could be combined to get optimum results. Integration is the key to success. The major factors affecting the sale of a product are advertising, sales promotion, direct marketing, public relations, personal selling, internet and event management. Equal importance has been given to each of these factors in this book. There are 25 chapters in this book which have been organised into Six sections. The first section elaborates the concept of advertising, marketing process and the role of ad agencies. The second section highlights the purpose of communication, various aspects of creativity and tactics for print advertisement. Media planning and various types of media have been discussed in the third section. The fourth section comprises of six chapters elaborating the concept of direct marketing, sales promotion, event management, web advertising, etc. The three chapters under fifth section describe implications of advertising and regulation of advertisement. Four chapters of sixth section deal with industrial and international advertising and merchandising along with advertising art, graphics, layout and visualization. Throughout the text, current advertisement examples on important issues are presented. This book would help the readers to understand the different aspects of advertising in a better way. Contents Include: SECTION-I An Introduction to Advertising/Role of IMC in Marketing Process/Role of Advertising Agencies & Other Marketing Communication Organizations/The Communication Process/Perspective on Consumer Behaviour SECTION-II Source, Message and Channel Factor/Advertising Objectives and Budgeting/Message and Creativity/Advertising Headlines SECTION-III Media Planning and Strategy/Support Media/Evaluation of Media SECTION-IV Direct Marketing/Sales Promotion/Event Management/Public Relation, Publicity and Corporate Advertising/Personal Selling/Web Advertising: Internet and IMC SECTION-V Monitoring, Evaluation and Control/Economic, Social and Ethical Implications of Advertising/Regulation of Advertisement SECTION-V Industrial Advertising/International Advertising/Advertising Art, Graphic, Layout and Visualization/Merchandising Case Studies Case-1: It is simply not a Jam — It’s a gem/Case-2: Ad campaign for a young consumer/Case-3:Mumbai Stores/Case-4:Crest TV manufacturing company/Case-5:Energy Booster – Malt/Case-6: Ad Agency/Case-7:Situation Analysis

Details of the book

Book :
Advertising: An IMC Perspective (Second Edition)
Book ID :
29923
Author :
S N Murthy,U Bhojanna
ISBN 13 :
9788174468352
Year of Publication :
2010
Edition :
Second Edition
Publisher :
Excel Books
Binding :
Softcover
Pages :
392
Size :
14 x 24 cm
Weight :
1 kg

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