SL Gupta Advertising & Sales Promotion Management by Sultan Chand & Sons
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- The field of marketing communication continues to be in a state of flux. New technologies and new media all promise to change the way people conduct business. Liberalisation, Privatisation & GlobalisationÑmantras of the 1990s have provided an impetus to the Indian corporations to reexamine, restructure and reengineer the way they do business. More so there is a constant pressure to realign as per global standards. The changes of the nineties have led to increased opportunities in the new millennium. The result is a sizable opportunity for beginners to start their career in advertising. Greater the changes, greater the opportunity for people who understand the way things really work.
- Advertising is, of course, a business. However advertising operations, whether in an agency or in a department, are relatively small business. The opportunity to learn on the job in an informal or formal training programme are much less today than they used to be. New entrants to the field of advertising, especially fresh graduates or post-graduates, need a solid conceptual learning of the advertising process. Intellectually, students and people starting out in advertising are aware that advertising is a business. But their lack of work experience sometimes causes them to lose sight of this fact. Whatsoever creative or artistic dimensions are added to advertising, the basic fact remains that advertising is still a business, an important tool of marketing.
- To fully understand and appreciate how advertising can solve problems, it is necessary to understand the relationship of advertising with other activities in a marketing communications programme, specially, public relations, publicity and sales promotion. In the recent two years or so the Indian consumers have been flooded with a barrage of sales promotion offers. Traditionally confined to FMCG category, typically soap and detergents and the like, the sales promotion fever has spread to the durable products category, a phenomenon which was absent in the protected markets of India. The multinational invasion has consequently led to severe competition at the shelf, a deluge of offers for the consumers, commoditisation of the brand but ultimately a complete dilution of competitive advantage. Categorically now, to sell marketers are following the route of heavy advertising and sales promotion to outshine the clutter.
| Product Name | SL Gupta Advertising & Sales Promotion Management by Sultan Chand & Sons |
|---|---|
| ISBN / Product Code | 9788180548611 |
| Author | SL Gupta |
| Binding | Paperback |
| Publisher | Sultan Chand |
| Subject : College Books | Advertising |
| HSN Code | 4901 |
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