Advertising and sales promotion - Kazmi, S.H.H.; Batra,Satish K. (New Delhi Excel Books, 2008)
Advertising Introduction to Advertising and a Brief History-Advertising Classification, Function and Benefits-Economic, Social and Ethnic Issues-Client and Advertising agency-Cases. Marketing Communications-Sources, Message and Medium Factors-Consumer Behaviour Perspective-Advertising Response Process-Attention, Comprehension and Recall-Cases. Segmentation and Positioning-Brand Awareness, Brand Attitudes and Feelings-Brand Equity,Image and Personality-Advertising Objectives and Budget Allocation-Cases. Media Planning and Strategy-Media Evaluation-Support Media-Support Media-Internet-Cases. Creative Strategy-Planning and Development-Creative Strategy-Execution and Evaluation-Planning An advertising Campaign-Advertising Research-Cases. Sales Promotion Sales Promotion-Sales Promotion and Consumer Behaviour -Sales Promotion Objectives and Budget Allocation-Sales Promotion Design Issues,Planning Guidelines and Evaluation-Cases. Sales Promotion-Tools and Techniques
Includes Appendices,Bibliography and Glossary.
Keywords: Marketing; Adervertising; Sales Promotion