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Advertising and consumer behaviour

Author: Himanshu Pant
Publisher: Jaipur, India : ABD Publishers, 2007.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
For decades the advertising business was dominated by large and full-service agencies. The advertising strategy for a national brand involved creating one or two commercials that could be run on network television, a few print ads that would run in general interest magazines, and some sales promotion support such as coupons or premium offers. Time has changed over the years. Now companies focus on lot of other areas  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Pant, Himanshu.
Advertising and Consumer Behaviour.
New Delhi : ABD Publishers, ©2007
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Himanshu Pant
ISBN: 1282802658 9781282802650 9789350436752 9350436752 8183761216 9788183761215
OCLC Number: 680624230
Description: 1 online resource (293 pages)
Contents: Cover --
Contents --
Introduction to Advertising --
The Functions of Advertising --
Understanding Consumer Behaviour --
Consumer Behaviour, Satisfaction and Marketing Strategy --
Advertising and the Consumer Psychology --
Characteristics of the Indian Consumer Behaviour --
Marketing Study and Advertising --
The Basics of Advertising Research --
Advertising Planning and Market Strategy --
Communication in Advertising --
Supporting Pillars in Advertising --
Advertising Agency and Famous Ad Slogans --
Index.
Other Titles: Advertising & consumer behaviour
Responsibility: Himanshu Pant.

Abstract:

For decades the advertising business was dominated by large and full-service agencies. The advertising strategy for a national brand involved creating one or two commercials that could be run on network television, a few print ads that would run in general interest magazines, and some sales promotion support such as coupons or premium offers. Time has changed over the years. Now companies focus on lot of other areas such as consumer behaviour, their reaction etc. This book tries to give in depth analysis of different aspects of advertising and consumer reactions. This book is an attempt to tra.

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