Title: DraftFCB + ULKA Brand Building Advertising : Concepts and Cases (Case Book II) Author: Kinjal Medh, M.G. Parameswaran ISBN: 0070707138 / 9780070707139 Format: Soft Cover Pages: 202 Publisher: TMH Year: 2011 Availability: Out of Stock
Description
Contents
The Case Book II highlights the key issues involved in the creation of brand building, consumer products, durables 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
Preface
Acknowledgements
Section I : Introduction
Chapter 1 : Advertising Today Chapter 2 : The Method to the Madness : FCB Grid Chapter 3 : Twinkling Stars! Chapter 4 : Do Promotions Sway Brand Choice in Car Purchase?
Section II : Brand Building Consumer Product Advertising
Chapter 5 : Tropicana : Creating a New Taste Paradigm Chapter 6 : Amul : The Real Winner Chapter 7 : Mint-O-fresh : Market Ko Karna Hai Impress! Chapter 8 : Zod! Are You Game?
Section III : Brand Building Consumer Durables Advertising
Chapter 9 : Tata Indica : The Car that Changed the Market Chapter 10 : Tata Indigo : An Indian Sedan that Spoilt an Entire Nation Chapter 11 : Compaq : Colour My E-life Chapter 12 : Whirlpool Chapter 13 : Whirlpool Refrigerators : Chills to Thrill!
Section IV : Brand Building Services Advertising
Chapter 14 : Naukri.com.- Guess You Have Heard of Them! Chapter 15 : UTI Mutual Funds Ltd : Welcome to UTI Country Chapter 16 : Tata Consultancy Services Limited : Truly Global Chapter 17 : Zee Cinema : Bringing Alive Movies, Masti, Magic