Cover Image

Advertising and sales promotion

Bibliographic Details
Main Author: Kazmi, S.H.H.
Other Authors: Batra,Satish K.
Format: Book
Language:English
Published: New Delhi Excel Books 2004
Edition:2nd ed
Subjects:
Marketing
Adervertising
Sales Promotion
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245 |a Advertising and sales promotion  |c by S.H.H.Kazmi and Satish K.Batra 
250 |a 2nd ed 
260 |a New Delhi  |b Excel Books  |c 2004 
300 |a xiv,633p.  |b 24.5c.m. 
500 |a Includes Appendices,Bibliography and Glossary. 
505 |a Advertising Introduction to Advertising and a Brief History-Advertising Classification, Function and Benefits-Economic, Social and Ethnic Issues-Client and Advertising agency-Cases. Marketing Communications-Sources, Message and Medium Factors-Consumer Behaviour Perspective-Advertising Response Process-Attention, Comprehension and Recall-Cases. Segmentation and Positioning-Brand Awareness, Brand Attitudes and Feelings-Brand Equity,Image and Personality-Advertising Objectives and Budget Allocation-Cases. Media Planning and Strategy-Media Evaluation-Support Media-Support Media-Internet-Cases. Creative Strategy-Planning and Development-Creative Strategy-Execution and Evaluation-Planning An advertising Campaign-Advertising Research-Cases. Sales Promotion Sales Promotion-Sales Promotion and Consumer Behaviour -Sales Promotion Objectives and Budget Allocation-Sales Promotion Design Issues,Planning Guidelines and Evaluation-Cases. Sales Promotion-Tools and Techniques 
650 |a Marketing 
650 |a Adervertising 
650 |a Sales Promotion 
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