The book is rooted in sound theoretical concepts with a strong emphasis on the practical component. It introduces students to the concept of integrated marketing communication, and its major tools, techniques and media, with a special focus on advertising. It serves the needs of both those who are inclined towards the managerial aspects of communication, as well as those who are interested in mastering the creative aspects.
A good balance between managerial and creative aspects of the subject
Focus on practical learning, key concepts and applications
Coverage of all major marketing communications topics
Current examples of various types of products and businesses in India
Detailed discussions on some successful and memorable campaigns
Critiques of successful and not-so-successful advertising campaigns
Appendix on career guidance and presentation skills