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• Author : Murthy
• Publisher :
• Release Date :2009
• Total pages :418
• ISBN : 9788174465344

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Summary : This book will introduce the fast changing world of marketing communication, with strong emphasis on integrated marketing perspective to students. Though advertising may be a major player, integration of other communication tools with advertising is dealt in detail. The text covers all aspects of the marketing promotions mix namely advertising, sales promotion, direct marketing, public relations, event marketing and personal selling. The book strives to explain the role of advertising and promotion in today s business world, and how an organization can use all the promotion tools to communicate with target customers. Many of the current and popular advertising used by marketers is included. Numerous examples are cited to show how integrated marketing communication is used in consumer and Business-to-Business marketing. Global perspective is dealt through international advertising. Social, ethical and economical issues which affect the promotional activities are also discussed. Integrated marketing communication covers all parts of promotional activities covered under six sections divided into 23 chapters. The book is meant especially for students specializing in marketing stream. It can be of immense utility to students persuing MBA, PGDBM & MMS. At the end of each chapter application orientation such as assignment and projects are given to help the students to gain rich experience in using communication tools.

• Author : Manendra Mohan
• Publisher :
• Release Date :1989
• Total pages :430
• ISBN : 9780074517802

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Summary :

• Author : Batra
• Publisher :
• Release Date :2009
• Total pages :768
• ISBN : 9788177588507

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Summary :

• Author : Oma Gupta
• Publisher :
• Release Date :2005
• Total pages :232
• ISBN : 9788178353081

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Summary : 1. Advertising, History, Changing Face and Ethics 2. Scanning Advertisements 3. Advertising Media, Agency Impact 4. Sex in Advertising5. Advertising and Potrayal of Women 6. Impact of Advertising on Rural India 7. Targeting the Consumer 8. Importance of Business Communication Index

• Author : N.A
• Publisher :
• Release Date :1969
• Total pages :329
• ISBN : 9788185790794

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Summary :

• Author : Daniel Delis Hill
• Publisher :
• Release Date :2002
• Total pages :329
• ISBN : 9780814208908

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Summary : The author focuses on the marketing perspective of the topic and illustrates how women's roles in society have shifted during the past century. Among the key issues explored is a peculiar dichotomy of American advertising that served as a conservative reflection of society and, at the same time, became an underlying force of progressive social change. The study shows how advertisers of housekeeping products perpetuated the Happy Homemaker stereytype while tobacco and cosmetics marketers dismantled women's stereotypes to create an entirely new type of consumer.

• Author : Kara K. W. Chan,Kara Chan,James U. McNeal
• Publisher :
• Release Date :2004
• Total pages :206
• ISBN : 9789629961794

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Summary : China has the largest child population in the world. This book provides answers to various questions and draws conclusions about Chinese children as a market and its implications for advertisers and marketers, parents, policy makers and social groups.

• Author : Flemming Hansen,Sverre Riis Christensen,Steen Lundsteen
• Publisher :
• Release Date :2007
• Total pages :462
• ISBN : 9788763001984

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Summary : "Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological insights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in everyday life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing."--Jacket.

• Author : Roland Marchand
• Publisher :
• Release Date :1985
• Total pages :448
• ISBN : 9780520058859

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Summary : "A convincing and perceptive analysis that provides a careful sociological portrait of advertising agency people in the 1920s and 1930s. Marchand has rare talent for bringing out things in the ads that the reader would not have seen alone."--Michael Schudson, University of California, San Diego "This work illuminates some of the most important developments in twentieth-century America."--T.J. Jackson Lears, Rutgers University

• Author : Charles S. Gulas,Marc G. Weinberger
• Publisher :
• Release Date :2006
• Total pages :240
• ISBN : 9780765636218

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Summary :

• Author : Tracy L. Tuten
• Publisher :
• Release Date :2008
• Total pages :202
• ISBN : 0313352968

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Summary : Professor and advertising pro Tracy L. Tuten shows old-line marketers how to take advantage of the newfangled concepts and tools Web 2.0 enables.

• Author : Tony Yeshin
• Publisher :
• Release Date :2006
• Total pages :465
• ISBN : 9781844801602

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Summary : Advertising is a comprehensive and highly accessible textbook, providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice. This text is suitable for undergraduate students of Marketing, in particular Advertising and Marketing Communications and postgraduate students on marketing-led Masters. Tony Yeshin has a background that successfully combines professional practice and academe. Following several years in the advertising profession with both large international agencies as well as smaller operations, his client experience is wide-ranging. During his career he handled an extensive variety of Client companies from Procter & Gamble and Texaco to Jaffa, Royal Caribbean Cruise Lines and General Foods. His experience ranges across F.M.C.G. to Leisure and Tourism, as well as non-profit organisations. For the past 11 years he has been a Senior Lecturer in Marketing at the University of Greenwich, where he has been responsible for the development of programmes both at undergraduate and post-graduate levels within the field of Marketing Communications.

• Author : Anja Janoschka
• Publisher :
• Release Date :2004-01-01
• Total pages :227
• ISBN : 9789027253743

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Summary : This book examines new forms of communication that have emerged through the interactive capabilities of the Internet, in particular online advertising and web advertisements. It develops a new model of online communication, incorporating mass communication and interpersonal communication. Interactive mass communication redefines the roles of online communication partners who are confronted with a higher degree of complexity in terms of hypertextual information units. In web advertising, this new aspect of interactivity is linguistically reflected in different types of personal address forms, directives, and "trigger words". This study also analyzes the different strategies of persuasion with which web ads try to initiate their activation.Web Advertising provides essential information on the language of web advertisements for academics, researchers and students in the fields of hypertext-linguistics, advertising, communication and media studies.

• Author : M. Carole Macklin,Les Carlson,The American Academy of Advertising
• Publisher :
• Release Date :1999-07-16
• Total pages :322
• ISBN : 9780761912859

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Summary : Children's advertising is a subject that raises many pertinent issues of morality. Marketers want to know if their huge investment in the children's market is well spent; parents and educators are anxious to learn how effective this type of advertising is, and what sort of impact it has on the children themselves. This volume presents cutting-edge research designed to stimulate and inform this debate. Topical issues such as smoking and alcohol consumption highlight this issue from all perspectives.

• Author : Barbara Mueller
• Publisher :
• Release Date :2011
• Total pages :368
• ISBN : 9781433103841

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Summary : "The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --