000			01683nam a22002537a 4500
020			_a8174463941 _cRs.325.00
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