Television

Kudos for book 'FCB-Ulka Brand Building Advertising - Concepts & Cases'

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/21/Untitled-1_12.jpg?itok=EGUEsBr0

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.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/28/barck%20%281%29.jpg?itok=eWIvgkHj
BARC India formally sets up independent council to probe viewership malpractices complaints

BARC India has set up an independent disciplinary council to further strengthen transparency and credibility of its measurement system.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/28/Jim-Gianopulos.jpg?itok=N-QHfz2Z
Viacom names Gianopulos CEO of Paramount Pictures

MUMBAI: Viacom Inc. has announced the appointment of Jim Gianopulos as the chairman and chief executive officer of Paramount Pictures, effective 3 April, 2017. Gianopulos will report directly to Viacom president and CEO Bob Bakish.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/28/indo-vietnam.jpg?itok=rQDtgDJx
India, Vietnam agree on greater collaboration between pubcasters

NEW DELHI: Information and Broadcasting Minister M Venkaiah Naidu has said India would extend all possible support to promote exchange programmes between public broadcasters of the India and Vietnam in content creation, screening and distribution of films. During a meeting with a Vietnamese...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/28/DD-Kashir-V-naidu.jpg?itok=amiTS5gh
DD Kashir packaging agency tenders floated

NEW DELHI: Doordarshan has floated a tender for selecting an agency for channel packaging work for DD Kashir. The Description of task, e-tender submission format and procedure is provided in the Bid document available on the DD website and two e-tendering websites. The pre-bid meeting in this...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/28/Times-Now-800x800.jpg?itok=Ckdthpen
Times Now will be globally 'regional', HD by next quarter

MUMBAI: Success does not end at leadership, it begins! With an aim to create value and make a difference, he is a man on a mission. He quit News X in November 2016 to fill the the big shoes of Arnab Goswami. Known to be an insightful, incisive journalist, Rahul Shivshankar joined Times Now on 15...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/27/sa%20%281%29.jpg?itok=eot4hbiq
Holi, elections rake in ratings for channels in week 11 of 2017

BENGALURU: Programmes during the Indian festival of colours and assembly elections results counting in five states of the country were television eyeball grabbers for a number of channels as per data released by Broadcast Audience Research Council of India (BARC) for week 11 of 2017 (Saturday, 11...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/27/hardtaik%20%281%29.jpg?itok=iXIdRhYu
BBC HARDtalking anniversary interview with Sir Ian McKellen

BBC World News’ legendary interview show HARDtalk will be marking 20 years of asking the questions that matter with a raft of dedicated content.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/27/punit-goenka%20%281%29.jpg?itok=9SbmVluE
Zee Entertainment certified 'Great Place to Work'

Leading Indian content company, Zee Entertainment Enterprises Limited (ZEEL), today announced that it has achieved the certification as a Great Place to Work® by the Great Place to Work® Institute, India. The Great Place to Work framework assesses an organization on employee perception through...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/27/GRB.jpg?itok=_RkATcem
GRB brings crime, paranormal programmes to Eastern Europe

MUMBAI: GRB Entertainment has sold a slate of unscripted programmes in Eastern Europe spanning genres including real-life crime, natural disaster and paranormal. Hungary’s Origo Media Group picked up 3 seasons and specials of the long-running, real-life hospital drama series, Untold Stories of the...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories