Advertising And Sales Promotion

Front Cover
Excel Books India, Jan 1, 2009 - Advertising - 658 pages
2 Reviews
Advertising 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 on India 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: (a) Matter on Segmentation now includes current framework of Values and Lifestyle and Positioning topic has been re-written. (b) Text on Brand Personality and Image has been updated. (c) New Appendices have been added at the end of Part-I and Part- IV, respectively. (d) Some new Boxes with insightful contents have been added. (e) 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.
 

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Dr satish kumar sharma is Best teacher for economics as well as to give his students a right path to get success..............

Contents

CASES
3
Introduction to Advertising and a Brief History
5
Advertising Classification Functions and Benefits
23
Detailed Contents
27
About the Authors Functions of Advertising
33
Economic Social and Ethical Issues
41
Client and Advertising Agency
59
Advertising Classification Advertising Agency
65
Cinema and Videos
331
Internet
335
How People Access the Internet
338
Buying Internet Space and Time
344
APPENDICES
347
Audit Bureau of Circulations
351
1 Escape Store
355
Losing out on Brand Recall
357

APPENDICES
79
1 Diet Coke
87
Marketing Communications
93
Marketing Communications
95
Summary
106
Source Message and Medium Factors
109
Source Credibility
112
Message
120
Medium
133
Consumer Behaviour Perspective
137
Information Search
140
Interpersonal and Nonpersonal Influences
148
Advertising Response Process How Advertising Works
153
Exposure and Familiarity Model
154
Cognitive Response Model
162
Questions for Discussion
168
Attention Comprehension and Recall
169
1 Marketing of Honey
179
PART III
185
Segmentation and Positioning
187
Determining How Many Segments to Enter
195
How Many Differences to Promote
201
Summary
210
Brand Awareness Brand Attitudes and Feelings
213
Brand Attitudes and Feelings
216
Brand Equity Image and Personality
223
Summary
232
Advertising Objectives and Budget Allocation
235
Communications Objectives
238
Budget Allocation
245
Factors Affecting Allocation
254
1 Developing Advertising Objectives
259
Fairglow
261
3 Fresh and Sweet
266
Live Spark India
268
Media Planning and Strategy
273
Types of Media
274
Media Reach and Frequency
280
Qualitative Aspects of Media Vehicle Source
287
Questions for Discussion
293
Media Evaluation
295
Buying TV Time
302
Newspapers
309
Circulation and Readership
319
Support Media
325
Creative Strategy Planning and Development
363
What is Creativity?
369
Romins
378
Twelve Tested Creative Hot Buttons
384
Creative Strategy Execution and Evaluation
389
Advertising Appeals and Execution Styles
390
Creating Print Advertising
399
Design Principles
407
Creating Radio Commercial
417
Projects
423
Planning Advertising Campaign
425
Analysing and Defining the Target Market
429
Questions for Discussion
433
Advertising Research
435
Research Process
439
Essentials of Effective Testing
452
1 Some Principles of Typography
457
Cases
459
Sofio Soap
463
A Question of the Right Click
467
5 Capri Appliances Ltd
470
Sales Promotion
477
Factors Influencing Sales Promotion Growth
489
Consumer Promotions
501
Projects
507
Sales Promotion and Consumer Behaviour
509
Consumers Price Perceptions
514
How Promotions Affect Sales
521
Sales Promotion Objectives and Budget Allocation
527
Sales Promotion Budget
534
Sales Promotion Design Issues Planning Guidelines and Evaluation
539
1 CloseUp
555
4 Jupiter Home Appliances
561
Price Deals
567
Contests and Sweepstakes
578
Product Sampling
587
Trade Allowances and Deals
593
Exchange or Buyback Offers
599
Summary
608
1 Outline for an Advertising Plan
611
CASES
617
Glossary
623
bibliography
645
Index
653
Copyright

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