Advertising And Promotions: An Imc Perspective
E-Book Information
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Year: 2,009
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Edition: 1
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City: New Delhi
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Pages In File: 1,018
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Language: English
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Topic: 5
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Identifier: 9780070080317,0070080313
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Org File Size: 110,163,843
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Extension: pdf
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Toc: Cover
Contents
Section 1 UNDERSTANDING INTEGRATED MARKETING COMMUNICATION
1. An Introduction to Integrated Marketing Communications
1.1 Understanding Marketing
1.2 Understanding Marketing Communication
1.3 Integrated Marketing Communication
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case: Cadbury Manages a Crisis with Integrated Marketing Communications
Appendix 1.1: History of Advertising in India
Endnotes
2. IMC as An Integral Part of Marketing
2.1 The Marketing Strategy
2.2 The Marketing Mix Strategies
2.3 Integrating IMC in the Marketing Mix
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case: VIP remains a leader' Ka! Bhi, Aaj Bhi, Ka! Bhi' with Strategic Changes
Endnotes
Section 2 THE IMC PROGRAMME SITUATIONAL ANALYSIS
3. Understanding Consumer Behaviour
3.1 Factors Influencing Buyer Behaviour
3.2 The Buying Decision Process
3.3 Alternative Buying Decision Processes
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case: Preethi Meets Venkat Through Shaadi.Com
Endnotes
4. Understanding the Communications Process
4.1 What is Communication?
4.2 Communication Response Hierarchy
4.3 Consumer Involvement
4.4 Processing Communications Cognitively
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Endnotes
5. Structure of the Advertising and Promotions World
5.1 Integrated Marketing Services
5.2 Players in the Advertising World
5.3 Centralised versus Decentralised Agencies
5.4 The Advertising Agency
5.5 Specialised Services
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case: Deshi Advertising Agency
Endnotes
Section 3 Advertising
6. Research: A Strategic Advertising Tool
6.1 Research: A Strategic Advertising Tool
6.2 The Research Process
6.3 Common Errors in Research
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Endnotes
7. Advertising Strategy
7. 1 Fundamentals of an Advertising Campaign
7.2 Spelling out the Strategy: Alternative Formats for the Strategy Statement
7.3 Choice of Strategic Approaches
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case: Tata Salt (part I)
Endnotes
8. Finding the Big Idea
8.1 What is a 'Big Idea'?
8.2 Getting Creative to Find the Big Idea
8.3 Brainstorming for Creative Ideas
8.4 Some More Creative Techniques
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case: Tata Salt (part II)
Endnotes
9. Creative Execution in Advertising
9.1 Creative Execution of the Big Idea
9.2 Bringing Creativity in Ad Execution
9.3 Preparing a Creative Brief
9.4 Creative Execution Elements
9.5 Celebrity Support in Execution: Make Hay while the Stars Shine
Summary
Exercise
Suggested Class Projects
Critical Thinking