McCann Erickson India has used IMC for General Motors and the launch of Virgin Atlantic. FCB Ulka went the integrated way for launching the new TATA Indigo. Percept has implemented…

For many years, the promotional function in most companies was dominated by mass media advertising. Companies relied primarily on their ad agencies for guidance in nearly all areas of marketing…

Advertising has a carryover effect that lasts beyond the current period. Although advertising is treated as a current expense, part of it is really an investment that builds up an…

The advertising objectives must flow from prior decisions on target market, market positioning, and marketing mix. Informative advertising: It is heavily used in the pioneering stage of a product category,…

Advertising campaign can be defined as the correlation and combination of an advertisement and related efforts in respect of a product or service, during a particular period of time, and…

As a form of mass communication, advertising delivers relevant messages to target audiences and by changing mental states, it can perform a number of functions. Advertising moves consumers from being…