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Brand Building Advertising wades through this complexity and shares with the practitioners some of the success stories of FCB-ULKA advertising agency, that put some companies and products on the brand map. Written in a user friendly style, the book highlights the concept and dwells on the process of genesis of a brand, where it emerges from the shadows of anonymity into limelight of brand equity.
The concepts and cases have been described in 6 sections, including fundamentals to:
Making advertising work
Making consumer product advertising work
Making consumer durable advertising work
Making business-to-business advertising work
| Title: | FCB ULKA Brand Advertising - Concepts And Cases | Publisher: | Tata McGraw Hill |
| Author: | M G Parameswaran |
| Edition: | Paperback |
| Edition Number: | 1 |
| ISBN: | 0070223947 |
| EAN: | 9780070223943 |
650
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