FCB-ULKA BRAND BUILDING ADVERTISING: CONCEPTS AND CASES

Advertising is salesmanship in print. Today, Indian advertising presents a kaleidoscope of imagery-global brands battling local brands, regional brands battling national brands, value brands battling better value brands.
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
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Introduction
Chapter 1. Brand Building Consumer Product Advertising
Chapter 2. Brand Building Consumer Durables Advertising
Chapter 3. Brand Building Services Advertising
Chapter 4. Brand Building Corporate Advertising
Chapter 5. Brand Building Rural Inputs Advertising
Chapter 6. Advertising Beyond Brands
Glossary