ISBN 9780074636640,Behind Powerful Brands : From Strategy To Campaign

Behind Powerful Brands : From Strategy To Campaign



Tata Mcgraw Hill Education Private Limited

Publication Year 1999

ISBN 9780074636640

ISBN-10 0074636642


Number of Pages 320 Pages
Language (English)


Behind Powerful Brands-From strategy to Campaign addresses the perennial concern of marketing and advertising professionals-how to create advertising that makes the cash registers ring! It contains insights on How to create advertising that sells Advertising and salesmanship How to spend media budgets An inventory of knowledge about advertising As advertising by its very nature involves wastage, this book addresses the issue succinctly and focuses on increasing efficiency by reducing wastage in advertising. The book develops a number of ideas described in Professor Jones's earlier book How Much is Enough? and adapts them to the Indian environment. It also has some thoughts on: agency culture the contribution of advertising to economic development fifty proposals for action Surely a must for all marketing and advertising professionals who are passionate about building brands? TABLE OF CONTENTS Chapter 1. Are Advertising and Salesmanship Related Chapter 2. Strategy in Advertising Chapter 3. Advertising Arguments - The Rational Versus the Emotional Chapter 4. How Much Should You Spend on Advertising Chapter 5. Advertising Versus Sales Promotions Chapter 6. How to Spend Media Budgets Chapter 7. The Heart of the Advertising Agency Business Chapter 8. An Inventory of Knowledge About Advertising Chapter 9. Advertising and The Economic System Chapter 10. Fifty Proposals for Action