MUMBAI: For those looking for an overview of complex marketing-advertising situations, here is a book that looks to address that need. FCB-Ulka Brand Building Advertising - Concepts & Cases, written by M G Parameswaran has received excellent response from international and Indian experts.

Written in a user-friendly style, the book presents 18 real life cases and offers marketing information and consumer insights. It highlights the concepts and examines the process of genesis of a brand.

Says Prof. John Philip Jones, Syracuse University, New York, "M G Parameswaran has produced a sound and attractively-written book that is intellectually accessible to marketing and advertising practitioners, from the most senior to the most junior. They will all have something to learn from it. A particular point of interest to a non-Indian reader is that the cases featured in the book are all Indian: either local brands from international manufacturers or local brands from local manufacturers. These all have great intrinsic interest, but they demonstrate essentially the similarities- not the differences-in best practice between the Indian and Western worlds."

The 18 cases the book contains is categorised into six heads, namely Consumer Products, Consumer Durables, Service Brands, Corporate Brands, Rural Inputs and Generic promotion. The book contains a large number of pictures, television stills, diagrams. It also comes with a CD-ROM that contains a digiti zed version of the TV commercials and press ads. An economy version has been published recently to make the book accessible to students of marketing and advertising.

M G Parameswaran, Executive Director at FCB-Ulka says: "With a rich heritage in strategic account planning, FCB-Ulka has catalogued a number of successful case studies of effective advertising. The book is an effort to present this learning in an easily digestable form."

FCB-Ulka, ranked among the top five in India, has been behind several brand successes including Amul, Santoor, Sundrop, Whirlpool, LML, Indica and Tropicana. The Agency has a strong tradition of training and development, and many of the cases in the Book were a part of internal training programmes in the past.




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