DraftFCB + ULKA Brand Building Advertising : Concepts and Cases (Case Book II)

The Case Book II highlights the key issues involved in the creation of brand building, consumer products, durables and services advertising. The case book has been compiled by the authors from the archives of India's third largest advertising agency group, DRAFTFCB ULKA.

Highlights:

• 12 cases which are classified into:
• Consumer products
• Consumer durables

Services

• 3 appealing articles
• How Advertising Works
• Celebrity Endorsements
• Promotions in Car Marketing

Preface
Acknowledgements

Section I : Introduction
Chapter 1 : Advertising Today
Chapter 2 : The Method to the Madness : FCB Grid
Chapter 3 : Twinkling Stars!
Chapter 4 : Do Promotions Sway Brand Choice in Car Purchase?

Section II : Brand Building Consumer Product Advertising
Chapter 5 : Tropicana : Creating a New Taste Paradigm
Chapter 6 : Amul : The Real Winner
Chapter 7 : Mint-O-fresh : Market Ko Karna Hai Impress!
Chapter 8 : Zod! Are You Game?

Section III : Brand Building Consumer Durables Advertising
Chapter 9 : Tata Indica : The Car that Changed the Market
Chapter 10 : Tata Indigo : An Indian Sedan that Spoilt an Entire Nation
Chapter 11 : Compaq : Colour My E-life
Chapter 12 : Whirlpool
Chapter 13 : Whirlpool Refrigerators : Chills to Thrill!

Section IV : Brand Building Services Advertising
Chapter 14 : Naukri.com.- Guess You Have Heard of Them!
Chapter 15 : UTI Mutual Funds Ltd : Welcome to UTI Country
Chapter 16 : Tata Consultancy Services Limited : Truly Global
Chapter 17 : Zee Cinema : Bringing Alive Movies, Masti, Magic

Suggested Readings
Glossary