Effective Advertising Management by Y.P. Singh (ed.) - 2001

Anmol Publications Pvt. Ltd., 2001. Hardcover. New. In conventional way advertisement is any public notice, as printed display in a newspaper, short film on television, announcement on radio etc., designed to sell goods, publicize an event etc. Advertisement is any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. Advertising`s function is primarily to inform potential buyers of the problem solving utility of a firm`s market offering, with the objective of developing consumer preferences for a particular brand. Whatever may be the reflections of advertising on customers and society, effective and combative advertising is the only way for survival in the market. The present book is designed to meet the basic requirement of professionals as well as teachers and learners in the field. Highly rich information on creative advertising, fundamentals of advertising, media planning, copy strategy, publicity plans, market segmentation symbolic language, and advertising on primary and selective demand etc. will equip the readers with latest developments in the field. Printed Pages: 286.