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Advertising and Promotions : An IMC Perspective (English) 1st Edition

Paperback
Language: English
Length: 1020 Pages
Publisher: Tata McGraw - Hill Education
Rs. 835
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Advertising and Promotions : An IMC Perspective (English) 1st Edition (Paperback) Price: Rs.835

The book is rooted in sound theoretical concepts with a strong emphasis on the practical component. It introduces students to the concept of integrated marketing communication, and its major tools, techniques and media, with a special focus on advertising. It serves the needs of both those who are inclined towards the managerial aspects of communication, as well as those who are interested in mastering the creative aspects.

Salient Features

  • IMC Perspective
  • A good balance between managerial and creative aspects of the subject
  • Focus on practical learning, key concepts and applications
  • Coverage of all major marketing communications topics
  • Current examples of various types of products and businesses in India
  • Detailed discussions on some successful and memorable campaigns
  • Critiques of successful and not-so-successful advertising campaigns
  • Appendix on career guidance and presentation skills
  • Rich pedagogy


 


 

Table of Contents

PART 1: UNDERSTANDING INTEGRATED MARKETING COMMUNICATIONS
Chapter 1. An Introduction to Integrated Marketing Communications
Chapter 2. IMC as an Integral Part of Marketing Strategy
PART 2: THE IMC PROGRAM SITUATIONAL ANALYSIS
Chapter 3. Understanding Consumer Behavior
Chapter 4. Understanding the Communications Process
Chapter 5. Structure of the Advertising & Promotions World
PART 3: ADVERTISING
Chapter 6. Advertising Research
Chapter 7. Advertising Strategy
Chapter 8. Finding the Big Idea
Chapter 9. Creative Execution in Advertising
Chapter 10. Creative Execution and Design in Print
Chapter 11. Creative Execution on Radio
Chapter 12. Creative Execution on Television
Chapter 13. Creative Execution Online
PART 4: OTHER PROMOTION TOOLS
Chapter 14. Sales Promotion
Chapter 15. Direct Marketing
Chapter 16. Public Relations, Publicity and Corporate Advertising
Chapter 17. Unconventional Promotional Media (includes mobile advertising)
PART 5: MEDIA PLANNING AND STRATEGY
Chapter 18. Print Media
Chapter 19. Broadcast Media
Chapter 20. Support Media
Chapter 21. Developing the Media Plan
Chapter 22. Promotion Objectives and Budget Determination
Chapter 23. Monitoring, Evaluation and Controlling Promotions
Chapter 24. The Legal, Ethical and Economic Environments of Promotions
APPENDIX
Appendix 1: Presenting Advertising Ideas
Appendix 2: Landing the Coveted Ad Job

Specifications of Advertising and Promotions : An IMC Perspective (English) 1st Edition (Paperback)

Contributors
Authored By Kruti Shah, Alan D'Souza
Book Details
Publisher Tata McGraw - Hill Education
Publication Year 2008 September
ISBN-13 9780070080317
ISBN-10 0070080313
Language English
Edition 1st
Binding Paperback
Number of Pages 1020 Pages
Book Type Non Fiction Book
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    Book: Advertising and Promotions : An IMC Perspective (English) 1st Edition by
    ISBN Number: 0070080313, 9780070080317, 978-0070080317

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