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Planning for Power Advertising

  • Kartonierter Einband
  • 262 Seiten
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Informationen zum Autor Anand Halve is the co-founder and Director of chlorophyll brand & communications consultancy! Mumbai! Indi... Weiterlesen
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Beschreibung

Informationen zum Autor Anand Halve is the co-founder and Director of chlorophyll brand & communications consultancy! Mumbai! India. Prior to this! he was on the Board of Enterprise Nexus Communications! and has worked at Lowe Lintas and Rediffusion. He did his MBA from Indian Institute of Management! Ahmedabad! India! in 1977. He has also been a visiting faculty at Mudra Institute of Communications! Ahmedabad and IIM! Ahmedabad! for several years. At chlorophyll! he has been instrumental in the development of copyrighted branding models and brand development processes. His experience as an entrepreneur has been featured as one of the case studies in Rashmi Bansal's bestseller! Stay Hungry! Stay Foolish! which published by IIM! Ahmedabad in 2008. Halve also contributes to various online and print media! including Hindustan Times! Campaign India magazine! afaqs.com and exchange4media.com. Halve is the author of Planning for Power Advertising: A User's Manual for Students and Practitioners (2005). Klappentext This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context! Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters-an approach that brings alive the concepts within! and helps readers discover the theory in practice. For advertising professionals! this is a manual to create a robust advertising brief. For students of advertising and marketing! Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising-such as media! event management and PR-this book provides an insight into how the strategic underpinning of advertising is built. The author has aptly titled the bookthis is a jargon-free and easy to understand book the Indian advertising context of the book distinguishes it from other books available on the subjectthe action plans given at the end of each chapter really make the book a manual the book is a must-read for advertising and marketing professionals looking for a historical perspective and the changes that have occurred in the field of advertising and marketing in the Indian environment. Inhaltsverzeichnis Setting the Context Competition Communication in Context Users and Usage Segmentation Understanding the Consumers Motivators and Differentiators Positioning Beyond Positioning The Brief - The Creative Springboard Managing a Brand Over Time Index ...

Klappentext

This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters-an approach that brings alive the concepts within, and helps readers discover the theory in practice. For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising-such as media, event management and PR-this book provides an insight into how the strategic underpinning of advertising is built.



Inhalt

Setting the Context
Competition
Communication in Context
Users and Usage
Segmentation
Understanding the Consumers
Motivators and Differentiators
Positioning
Beyond Positioning
The Brief - The Creative Springboard
Managing a Brand Over Time
Index

Produktinformationen

Titel: Planning for Power Advertising
Untertitel: A User's Manual for Students and Practitioners
Autor:
EAN: 9780761933540
ISBN: 0761933549
Format: Kartonierter Einband
Anzahl Seiten: 262
Gewicht: 514g
Größe: H246mm x B189mm x T14mm
Jahr: 2005