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Buy DraftFCB + Ulka Brand Building Advertising : Concepts and Cases (English) 1st Edition

DraftFCB + Ulka Brand Building Advertising : Concepts and Cases (English) 1st Edition

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Language: English
Length: 258 Pages
Publisher: Tata McGraw - Hill Education
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DraftFCB + Ulka Brand Building Advertising : Concepts and Cases (English) 1st Edition By MG Parameswaran, Kinjal Medh
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DraftFCB + Ulka Brand Building Advertising : Concepts and Cases (English) 1st Edition (Paperback) Price: Rs.1195

The Case book II highlights the key issues involved in the creation of brand building, consumer products, durable and services advertising. The case book has been compiled by the authors from the archives of India's third largest advertising agency group, DRAFTFCB+ULKA.

Highlights: 12 Cases which are classified into

  • Consumer products
  • Consumer durables

Services: 3 appealing articles

  • How Advertising Works
  • Celebrity Endorsements
  • Promotions in Car Marketing.

Table of Contents

Section I - Introduction

1. Advertising Today
2. The Method to the Madness: FCB Grid
3. Twinkling Stars!
4. Do Promotions Sway Brand Choice in Car Purchase?

Section II – Brand Building Consumer Product Advertising

5. Tropicana: Creating a New Taste Paradigm
6. Amul: The Real Winner
7. Mint-O-Fresh: Market Ko Karna Hai Impress!
8. Zod! Are You Game?

Section III – Brand Building Consumer Durables Advertising

9. Tata Indica: The Car that Changed the Market
10. Tata Indigo: An Indian Sedan that Spoilt an Entire Nation
11. Compaq: Color My E-life
12. Whirlpool
13. Whirlpool Refridgerators: Chills to Thrills!

Section IV – Brand Building Services Advertising

14. naukri.com.: Guess You Have Heard From Them!
15. UTI Mutual Funds Ltd.: Welcome to UTI Country
16. Tata Consultancy Services Limited: Truly Global
17. Zee Cinema: Bringing Alive Movies, Masti, Magic

Specifications of DraftFCB + Ulka Brand Building Advertising : Concepts and Cases (English) 1st Edition (Paperback)

Contributors
Authored By MG Parameswaran, Kinjal Medh
Author Info

M G Parameswaran is Executive Director with DRAFTFCB+ULKA. In a career spanning over two decades he has worked in marketing, sales and advertising, and on brands, including Strepsils, Thermax, UDI - Yellow Pages, Santoor, Wipro, Sundrop, Indica, Indigo and Brufen. He is... Read More

Book Details
Publisher Tata McGraw - Hill Education
Publication Year 2011
ISBN-13 9780070707139
ISBN-10 0070707138
Language English
Edition 1st
Binding Paperback
Number of Pages 258 Pages
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Book Reviews of DraftFCB + Ulka Brand Building Advertising : Concepts and Cases (English) 1st Edition

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★★★★★
★★★★★
17 Mar 2012
first to review
Promises a Lot. Fails to deliver.

This is a rare book. A book full of case studies on Indian brands by an advertising agency. Wow!

Being a marketing manager I bought the book. After having read it, I feel disappointed. First, the design of the book. The layout and design are shabby. I don't feel like reading it. A poorly designed book from an ad agency. How ironical.

Second, the case studies are not detailed. They do share useful information but they are very superficial at times.

Overall, a poor show. Better to avoid the book. It is better to research on Google and read about brands you want to.

1 of 1 users found this review helpful.
★★★★★
★★★★★
07 Aug 2012
Not worth it

Agree completely with Vivek. The book seems interesting, but is designed like a Class 3 text book. Interesting stories, but little detailing, hence little to learn. Overall, not worth the price. 2 stars

0 of 0 users found this review helpful.
    Book: DraftFCB + Ulka Brand Building Advertising : Concepts and Cases (English) 1st Edition by
    ISBN Number: 0070707138, 9780070707139, 978-0070707139

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