000			02334nam a22001457a 4500
020			_a9788174466396
082			_a659.1 K1898 A _b401083
100			_aS H H Kazmi _aSatish K Batra
245			_aAdvertising and Sales Promotion
250			_a3rd ed.
260			_aDelhi _bExcel Books _c2008
300			_a660
500			_aADVERTISING 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 ResearchSECTION TWO
942			_cBK
999			_c84635 _d84635