000 | 01683nam a22002537a 4500 | ||
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020 |
_a8174463941 _cRs.325.00 |
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040 | _aHCCL | ||
082 |
_a659.1 _bKAA |
||
100 | _aKazmi, S.H.H. | ||
245 |
_aAdvertising and sales promotion _cby S.H.H.Kazmi and Satish K.Batra |
||
250 | _a2nd ed | ||
260 |
_aNew Delhi _bExcel Books _c2004 |
||
300 |
_axiv,633p. _b24.5c.m. |
||
500 | _aIncludes Appendices,Bibliography and Glossary. | ||
505 | _aAdvertising 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 | _aMarketing | ||
650 | _aAdervertising | ||
650 | _aSales Promotion | ||
700 | _aBatra,Satish K. | ||
942 | _cBK | ||
999 |
_c1192 _d1192 |