FCB-ULKA : Brand Building Advertising: Concepts and Cases 1ED

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9780070223943: FCB-ULKA : Brand Building Advertising: Concepts and Cases 1ED

“M G Parameswaran has produced a sound and attractively-written book that is intellectually accessible to marketing and advertising practitioners, from the most senior to the most junior. They will all have something to learn from it. A particular point of interest to a non-Indian reader is that the cases featured in the book are all India-either local brands from international manufacturers or local brands from local manufacturers. These all have great intrinsic interest, but they demonstrate essentially the similarities-not the differences-in best practice between the Indian and Western worlds.â€Prof. John Philip JonesSyracuse University, New Yourk“Advertising is salesmanship in printâ€. Today, Indian advertising presents a kaleidoscope of imagery-global brands battling local brands, regional brands battling national brands, “value†brands battling “better value†brands.Brand Building Advertising wades through this complexity and shares with the practitioners some of the success stories of FCB-ULKA advertising agency, that put some companies and products on the brand map. Written in a user friendly style, the book highlights the concept and dwells on the process of genesis of a brand, where it emerges from the shadows of anonymity into limelight of brand equity. The concepts and cases have been described in 6 sections, including fundamentals to: Making advertising workMaking consumer product advertising workMaking consumer durable advertising workMaking business-to-business advertising work

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M.G. Parameswaran
Published by McGraw-Hill Education (2008)
ISBN 10: 0070223947 ISBN 13: 9780070223943
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Book Description McGraw-Hill Education, 2008. Softcover. Book Condition: New. First edition. M G Parameswaran has produced a sound and attractively-written book that is intellectually accessible to marketing and advertising practitioners, from the most senior to the most junior. They will all have something to learn from it. A particular point of interest to a non-Indian reader is that the cases featured in the book are all India-either local brands from international manufacturers or local brands from local manufacturers. These all have great intrinsic interest, but they demonstrate essentially the similarities-not the differences-in best practice between the Indian and Western worlds.? Prof. John Philip Jones Syracuse University, New Yourk ?Advertising is salesmanship in print? Today, Indian advertising presents a kaleidoscope of imagery-global brands battling local brands, regional brands battling national brands, ?value? brands battling ?better value? brands. Brand Building Advertising wades through this complexity and shares with the practitioners some of the success stories of FCB-ULKA advertising agency, that put some companies and products on the brand map. Written in a user friendly style, the book highlights the concept and dwells on the process of genesis of a brand, where it emerges from the shadows of anonymity into limelight of brand equity. The concepts and cases have been described in 6 sections, including fundamentals to: # Making advertising work # Making consumer product advertising work # Making consumer durable advertising work # Making business-to-business advertising work Table of contents Introduction Chapter 1. Brand Building Consumer Product Advertising Chapter 2. Brand Building Consumer Durables Advertising Chapter 3. Brand Building Services Advertising Chapter 4. Brand Building Corporate Advertising Chapter 5. Brand Building Rural Inputs Advertising Chapter 6. Advertising Beyond Brands Glossary Printed Pages: 0. Bookseller Inventory # 22966

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M.G. Parameswaran
Published by McGraw-Hill Education (2008)
ISBN 10: 0070223947 ISBN 13: 9780070223943
New Softcover First Edition Quantity Available: > 20
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Book Description McGraw-Hill Education, 2008. Softcover. Book Condition: New. First edition. M G Parameswaran has produced a sound and attractively-written book that is intellectually accessible to marketing and advertising practitioners, from the most senior to the most junior. They will all have something to learn from it. A particular point of interest to a non-Indian reader is that the cases featured in the book are all India-either local brands from international manufacturers or local brands from local manufacturers. These all have great intrinsic interest, but they demonstrate essentially the similarities-not the differences-in best practice between the Indian and Western worlds.? Prof. John Philip Jones Syracuse University, New Yourk ?Advertising is salesmanship in print? Today, Indian advertising presents a kaleidoscope of imagery-global brands battling local brands, regional brands battling national brands, ?value? brands battling ?better value? brands. Brand Building Advertising wades through this complexity and shares with the practitioners some of the success stories of FCB-ULKA advertising agency, that put some companies and products on the brand map. Written in a user friendly style, the book highlights the concept and dwells on the process of genesis of a brand, where it emerges from the shadows of anonymity into limelight of brand equity. The concepts and cases have been described in 6 sections, including fundamentals to: # Making advertising work # Making consumer product advertising work # Making consumer durable advertising work # Making business-to-business advertising work Table of contents Introduction Chapter 1. Brand Building Consumer Product Advertising Chapter 2. Brand Building Consumer Durables Advertising Chapter 3. Brand Building Services Advertising Chapter 4. Brand Building Corporate Advertising Chapter 5. Brand Building Rural Inputs Advertising Chapter 6. Advertising Beyond Brands Glossary Printed Pages: 0. Bookseller Inventory # 22966

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M.G. Parameswaran
ISBN 10: 0070223947 ISBN 13: 9780070223943
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Book Description Softcover. Book Condition: New. 1st edition. Brand NEW, Paperback International Edition. Black & White or color, Cover and ISBN may be different but similar contents as US editions. Standard delivery takes 5-9 business days by USPS with tracking number. Choose expedited shipping for superfast delivery 2-4 business days by DHL/FEDEX. We also ship to PO Box addresses but by Standard delivery. International Edition Textbooks may bear a label -Not for sale in the U.S. or Canada- etc. printed only to discourage U.S. students from obtaining an affordable copy. Legal to use despite any disclaimer on cover as per US court. No access code or CD included unless specified. In some instances, the international textbooks may have different exercises at the end of the chapters. Printed in English. We may ship the books from multiple warehouses across the globe, including India depending upon the availability of inventory storage. 100% Customer satisfaction guaranteed! Please feel free to contact us for any queries. Bookseller Inventory # LPBDIN41429926

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