By Neeru Kapoor
 
Advertising plays a significant role in brand management by informing people about the unique features  of the brand and persuading them to purchase it over the competitor's brand. This book aims to introduce students to the concept of advertising in all its dimensions and its role in brand management. An attempt has been made to provide students with the latest information in an organized and simplified manner. The book has been divided into two sections. Section I provides a thorough coverage of various issues relating to advertising- its role and importance, types, objectives, budgetary decisions, media decisions, message formation, measuring advertising effectiveness, agency-client relationship and various social ethical and legal issues. Section II deals with brand management. It talks about the concept of branding, brand creation and development, important brand decisions, brand positioning, brand personality and building brands through Internet
Important highlights of the book
The subject matter is presented in a simplified manner so that the students can easily grasp it.
Each chapter starts with the learning objectives informing the students about what are they going to learn from that chapter.
Variety of illustrations, diagrams, cases, pictures and advertisements have been included to explain the relevant concepts.
Latest developments in the field of advertising and brand management have been duly incorporated in the respective chapters. 
At the end of each chapter, things to remember are given to conceptualize the chapter in a quick manner.
Review questions are also provided to give students an opportunity to test their understanding of the material and to apply it.
The book is positioned primarily for the introductory advertising, brand management, or promotions course as taught in the business/marketing curriculum. It can also be used in journalism/advertising/communications courses at graduate and post-graduate levels. Whether you are entering a career in advertising or are interested in the field as it relates to some other discipline, the text introduces you to this challenging but never dull field of advertising and brand management.
 
Isbn: 9789383848157