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Advertising & Promotions An Imc Perspective
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Advertising & Promotions An Imc Perspective

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Advertising & Promotions An Imc Perspective

Kruti Shah Alan D Souza

Published by Tata Mcgraw Hill Publishing Co Ltd | Language - English | Binding - Paper Back

Average Rating (123 Customers)

` 835 (11% off) ` 739

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Description

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 Key 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 About the Author:
Kruti Shah
Young and upcoming freelance marketing and communications professional with diverse experience for her years. in the past six years, her work has encompassed market research, product launches, brand management, project management, website communication and business development. Kruti has worked as a marketing coordinator for Fibre-Craft Materials Corporation, USA and as a business development manager for Pidilite Industries. She has also worked and consulted with Zydus Cadila Healthcare, Educational Initiatives, Publicis Worldwide, and the American Red Cross of Greater Chicago
Alen D
A post-graduate from the Indian Institute of Management, Ahmedabad, (IIM-A), he has worked with Companies such as Boehringer-Knoll, Glaxo, Shilpi Advertising and Mudra Communications. His industry experience includes developing the marketing and communication strategies of ethical pharma and OTC brands such as Euglucon, Isoptin, Farex, Complan and Nycil. in the advertising arena he has contributed towards building brands such as Cera, Vimal, Rasna, Dhara, Symphony, Yera etc. He has wide international experience and has consulted with companies in the UK, Sri-Lanka, Bangladesh, Saudi Arabia, Kenya, Nigeria and Rawanda. He is one of the founder members of MICA (Mudra Institute of Communications, Ahmedabad). He has set up MICORE (Mudra Institute of Communications Research) the first Institute of its kind in India dedicated to Communications Research. He is visiting faculty at many of the premier management institutions in the country. He also has a significant number of publications and case studies to his credit.
Table of Content: 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 and 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 Jo

Details

Book: Advertising & Promotions An Imc Perspective
Author: , ,
ISBN-13: 9780070080317
Product Code EBK0224741
Binding: Paper Back
Publishing Date: 2013
Publisher: Tata Mcgraw Hill Publishing Co Ltd
Language: English

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