DRAFTFCB - ULKA - Concepts and Cases

DRAFTFCB - ULKA - Concepts and Cases (English, Paperback, Parameswaran M. G.)


DRAFTFCB - ULKA - Concepts and Cases  (English, Paperback, Parameswaran M. G.)

4 Ratings & 3 Reviews
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  • Language: English
  • Binding: Paperback
  • Publisher: Mcgrawhill
  • Genre: Business & Economics
  • ISBN: 9780070707139, 0070707138

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.
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Book Details
  • India Professional
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

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 an aluminus of IIT (Madras) and IIM (Calcutta), and takes out time from his frenetic schedule to occasionally write and teach at various management institutes in Mumbai and his alma mater IIMC. Kinjal Medh is COO with Cogito Consulting, a consulting division of the DRAFTFCB+ULKA. He also heads the account planning function for the group. In a career of over two decades in the industry, Kinjal has led several major Indian clients on market entry strategy, distribution, branding corporate identity and competitive strategy issues.a wide range of statistical tools.
  • 30 mm
  • 706 mm
  • 551 mm
  • 276 gr
Ratings & Reviews
4 Ratings &
3 Reviews
  • 5
  • 4
  • 3
  • 2
  • 1

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 ...

Vivek Singh

17 Mar, 2012

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Good for starters

This book is a good kit as a starter for those who have just started their business in an advertising agency

Pradnya Shidore

Certified Buyer, Pune

13 May, 2017

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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

Ayush Agrawal

7 Aug, 2012

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