Description
New Age International (P) Ltd., Publishers Advertising Management Text And Cases by Prof. U.C. Mathur
Opening up of international markets and market economy are becoming the norms the world over. Therefore, Marketing Managers of tomorrow are required to be fully aware of the important discipline of Advertising globally. It is for this reason that the subject has been in focus of most reputed business schools. Advertising has emerged as a major knowledge area that the students of management need to learn in detail. The book attempts to make learning the nuances of the subject easy to understand from the students viewpoint in a comprehensive manner.
The creativity in advertisement, media planning, budgeting systems have remained on the focus for advertising fraternity and these find the pride of the place. Methods used in international advertising have been dealt with in the new chapter in some detail. Advertising agencies are the life lines for the discipline and their working is covered in detail. The new chapter deals with internet advertising operations in an elaborate manner. The book contains highly developed case studies that are ``class tested`` and need to form the nucleus for the study of the subject at the end of the chapters that runs through the book. Success in advertising comes from the following areas which form an important part of the book:
Knowledge of the demand pattern
Selection of the right advertising agency
Understanding the general and competitive business environments for the chosen market segments
Understanding the company`s advertising needs that can create competitive advantage
Estimating the resources needed for the campaigns
Time bound advertising programmes with built-in monitory systems
Advertisers need to have a sound knowledge of the Buyer behaviour to understand the stimuli required and the methods of providing the same.