| Title | Advertising management : concepts and cases |
|---|---|
| Author | Manendra Mohan |
| Imprint | New Delhi : Tata McGraw-Hill, 1989 |
| Edition | 1st ed |
| Descript | xi, 418 p. : ill; 25 cm |
Advertising- its purpose and function -- Economic and social implications of advertising -- Advertising in marketing mix -- Advertising process -- Advertising strategy planning and organization -- Advertising appropriation -- Creative strategy -- Creative execution and judgement -- Media decisions -- Other promotional media and methods -- Evaluation of advertising effectiveness
| LOCATION | CALL# | STATUS |
|---|---|---|
| Communication Arts Library | 659.1 M697A 1989 | CHECK SHELVES |
| Sasin Library | 659.1 M274A 1989 | CHECK SHELVES |
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