Higher Education
Author(s): Neeru Kapoor
ISBN: 9789391566739
3rd Edition
Copyright: 2022
India Release: 2021
Binding: Paperback
Pages: 344
Trim Size: 241 x 181 mm
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.
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.
