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Concept Building Approach to Advertising and Personal Selling

Author(s): Neeru Kapoor

ISBN: 9789391566739

3rd Edition

₹475

Binding: Paperback

Pages: 344

Trim Size : 241 x 181 mm

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Advertising and personal selling are the most effective promotion tools used by marketers to communicate successfully with their present and potential consumers. This book is designed as per the latest CBCS syllabus and aims to impart knowledge to students regarding the concepts of advertising and personal selling in all its dimensions. Whether you are entering a career in marketing or are interested in the field as it relates to some other discipline, the text introduces you to the concepts, theories and its practical orientation.

Each chapter starts with the learning outcomes informing students about what are they going to learn from that chapter.
Use of illustrations and diagrams have been made to explain the relevant concepts.
Incorporate latest developments in the field of advertising and corporate world in the respective chapters to relate theory to practical.
Advertisements, both print and television, have been carefully chosen and discussed to illustrate a practical idea or application.
Questions are given at the end of each chapter to give students an opportunity to test their understanding of the concept and to apply it.
Access anywhere, anytime Cengage App contains a question bank and presentation slides.

PART I ADVERTISING

CHAPTER 1 MARKETING COMMUNICATIONS

CHAPTER 2 INTRODUCTION TO ADVERTISING

CHAPTER 3 SETTING THE ADVERTISING OBJECTIVES

CHAPTER 4 THE ADVERTISING BUDGET

CHAPTER 5 PLANNING MEDIA STRATEGY

CHAPTER 6 MEDIA PLANNING AND SCHEDULING

CHAPTER 7 CREATING THE COPY

CHAPTER 8 DESIGNING THE LAYOUT

CHAPTER 9 DESIGNING THE BROADCAST COMMERCIAL

CHAPTER 10 MEASURING ADVERTISING EFFECTIVENESS

CHAPTER 11 ADVERTISING AGENCY

CHAPTER 12 SOCIAL, ETHICAL CULTURAL, AND ECONOMIC EFFECT OF ADVERTISING

CHAPTER 13 LEGAL FRAMEWORK OF ADVERTISING

PART II PERSONAL SELLING

CHAPTER 14 INTRODUCTION TO PERSONAL SELLING

CHAPTER 15 PROFILE OF A SUCCESSFUL SALESPERSON

CHAPTER 16 CONSUMER MOTIVATION

CHAPTER 17 BUYING MOTIVES

CHAPTER 18 THE PERSONAL SELLING PROCESS

CHAPTER 19 SALES DOCUMENTS

CHAPTER 20 SALES REPORTS

CHAPTER 21 SOCIAL AND ETHICAL ASPECTS OF SELLING

Neeru Kapoor

Dr. Neeru Kapoor is an Associate Professor at the Department of Commerce, Delhi College of Arts and Commerce, University of Delhi. She obtained her M.Com., M.Phil., and Ph.D. degrees from Delhi School of Economics, University of Delhi. She has a teaching experience of more than 32 years. She has been a visiting faculty for M.Com in the Department of Commerce, Delhi School of Economics, University of Delhi, guest faculty at Indian Institute of Mass Communication, Jawaharlal Nehru University and other prestigious management institutes in Delhi. She has presented papers at various national and international conferences with the latest one being the Academic Conference at Barcelona, Spain. She has also presented paper at the Global Conference held at Oxford University, London, International Conference held at Harvard University, Boston, USA and the European Conference held at Germany. A number of articles written by her have been published in various reputed National and International Journals. She has authored various books on Marketing, Digital Marketing, Advertising, Personal Selling, Brand Management, and Human Resource Management, which have been well received in the academic circle.