Advertising is a brilliant form of art that has become an indispensable part of our lives. As the business scene has transformed for the better in our country, much is happening on the advertising front. To tap the progress on India Advertising in this changed scenario, a third edition of the book 'Advertising and Sales Promotion' has been prepared for the students. In this new edition, all the chapters have been revised and some moderately updated with more relevant text, figures, boxes, exhibits and references. Highlights of this edition: (a) Matter on Segmentation now includes current framework of Values and Lifestyle and Positioning topic has been re-written. (b) Text on Brand Personality and Image has been updated. (c) New Appendices have been added at the end of Part-I and Part- IV, respectively. (d) Some new Boxes with insightful contents have been added. (e) Some of the old exhibits have been replaced with the new ones. The book essentially deals with the dynamic concept of Sales Promotion and its effect on the consumer. Particularly meant for the students of management, specialising in marketing; the book provides a thoroughly educative and interesting reading.When Maruti introduced its van, it was initially positioned as a van and advertised accordingly. Subsequently this vehicle was positioned as Maruti Omni, the spacious family car and was not competing with other vans but with Ambassador and Fiat. ... Positioning by Product User: The brand manager can determine a.
|Title||:||Advertising And Sales Promotion|
|Author||:||S H H Kazmi, Satish K Batra|
|Publisher||:||Excel Books India - 2009-01-01|