Advertising management : concepts and cases / Manendra Mohan
Imprint
New Delhi : Tata McGraw-Hill, 1989
Edition
1st ed
Descript
xi, 418 p. : ill; 25 cm
CONTENT
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