FCB ULKA BranAdvtg-Concepts an at Meripustak

FCB ULKA BranAdvtg-Concepts an

Books from same Author: PARAMESWARAN and M G

Books from same Publisher: McGraw Hill

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General Information  
Author(s)PARAMESWARAN and M G
PublisherMcGraw Hill
ISBN9780070223943
BindingPaperback
LanguageEnglish
Publish YearJanuary 2008

Description

McGraw Hill FCB ULKA BranAdvtg-Concepts an by PARAMESWARAN and M G

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.