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Advertising and Consumer Behaviour [electronic resource].

By: Material type: Computer fileComputer filePublisher number: 9788183761215Publication details: New Delhi : ABD Publishers, 2007.ISBN:
  • 9789350436752
Subject(s): Genre/Form: Additional physical formats: Print version:: Advertising and Consumer BehaviourDDC classification:
  • 658.834/08
LOC classification:
  • HC110 .C6
Online resources:
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;
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 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
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Electronic Resource Electronic Resource UH Online Library Ebooks Not for loan
Total holds: 0

Enhanced descriptions from Syndetics:

Description based upon print version of record.

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;

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