ISBN 9780070080317,Advertising And Promotions : An Imc Perspective

Advertising And Promotions : An Imc Perspective



Tata Mcgraw Hill Education Private Limited

Publication Year 2008

ISBN 9780070080317

ISBN-10 0070080313


Number of Pages 1020 Pages
Language (English)


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. Salient Features IMC Perspective 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 Rich pedagogy