Tata McGraw - Hill Education
|Number of Pages
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
Services: 3 appealing articles
How Advertising Works
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
13. Whirlpool Refridgerators: Chills to Thrills!
Section IV - Brand Building Services Advertising
14. naukri.com.: 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