ISBN 9780070707139,Draftfcb + Ulka Brand Building Advertising : Concepts And Cases

Draftfcb + Ulka Brand Building Advertising : Concepts And Cases

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ISBN 9780070707139

Tata McGraw - Hill Education

Publication Year 2011

ISBN 9780070707139

ISBN-10 0070707138


Number of Pages 258 Pages
Language (English)


The Case book II highlights the key issues involved in the creation of brand building, consumer products, durable and services advertising. The case book has been compiled by the authors from the archives of India's third largest advertising agency group, DRAFTFCB+ULKA. Highlights: 12 Cases which are classified into Consumer products Consumer durables Services: 3 appealing articles How Advertising Works Celebrity Endorsements Promotions in Car Marketing. TABLE OF CONTENTS Section I - Introduction 1. Advertising Today 2. The Method to the Madness: FCB Grid 3. Twinkling Stars! 4. Do Promotions Sway Brand Choice in Car Purchase? Section II - Brand Building Consumer Product Advertising 5. Tropicana: Creating a New Taste Paradigm 6. Amul: The Real Winner 7. Mint-O-Fresh: Market Ko Karna Hai Impress! 8. Zod! Are You Game? Section III - Brand Building Consumer Durables Advertising 9. Tata Indica: The Car that Changed the Market 10. Tata Indigo: An Indian Sedan that Spoilt an Entire Nation 11. Compaq: Color My E-life 12. Whirlpool 13. Whirlpool Refridgerators: Chills to Thrills! Section IV - Brand Building Services Advertising 14. Guess You Have Heard From Them! 15. UTI Mutual Funds Ltd.: Welcome to UTI Country 16. Tata Consultancy Services Limited: Truly Global 17. Zee Cinema: Bringing Alive Movies, Masti, Magic