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Advertising and Personal Selling [1 ed.]
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Neeru Vasishth

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Citation preview

ADVERTISING AND PERSONAL SELLING

Dr. N amita Rajput Reader, Sri Aurobindo College New Delhi Dr. N eeru Vasishth Reader, lanaki Devi Memorial College New Delhi

K(])Ji GfIimalaya Gpublishing GfIouse MUMBAI (] DELHI (] BANGALORE (] NAGPUR (] HYDERABAD (] PUNE (] CHENNAI (] LUCKNOW

© No part of this publication should be reproduced, stored in a retrieval system, or

transmitted in any form or by any means, electronic, mechanical, photocopying, recording and/or otherwise without the prior written permission of the author. Breach of this will be liable for legal action.

: 978-81-83189-02-6

ISBN

First Edition : 2008

• Published by

: Mrs. Meena Pandey for HIMALAYA PUBLISHING HOUSE, "Rarndoot", Dr. Bhalerao Marg, Girgaon, Mumbai-400 004. Phones : 23860170123863863 Fax: 022-23877178 Email: [email protected] Website: www.himpub.com

Branch Offices Delhi : "Pooja Apartments", 4-B, Murari Lal Street, Ansari Road, Darya Ganj, New Delhi-110 002 Phones: 23270392, 23278631 Reliance: 30180392 to 396 Fax: 011-23256286 Email: [email protected] Nagpur : Kundanlal Chandak Industrial Estate, Ghat Road, Nagpur-440 018 Phone: 2721216, Telefax: 0712-2721215 Bangalore : No. 16/1 (old 1211), 1st floor, Next to Hotel Highland, Madhava Nagar, Race Course Road, Bangalore-560 001 Phones: 2281541, 2385461 Fax: 080-2286611 Hyderabad : No. 2-2-1 167/2H, 1st Floor, Near Railway Bridge, Tilak Nagar, Main Road, Hyderabad-500 044 Phone: 26501745, Fax: 040-27560041 Chennai : No.2, Rama Krishna Street, North Usman Road, T-Nagar, Chennai-600 017 Phone: 28144004, 28144005 Mobile: 09380460419 Pune : No. 11, 3rd Floor, Wing-A, Sahadeo Avenue-II, S.No. 5195110, Someshwarawada, Baner Road, Pune-411 008 Mobile: 9421053747 Lucknow : C-43, Sector C, Ali Gunj, Lucknow - 226 024 Phone : 0522-4047594 Printed at : A to Z Printers, New Delhi-l10002

Contents 1.

NATURE AND IMPORTANCE OF ADVERTISING ................................... 1.1 1.1 Meaning and Nature of Advertising ............................................ 1.1 1.2 Features of Advertisement ...................................................... '" 1.2 Objectives of Advertising ............................................................ 1.3 1.3 1.4 Importance of advertising ........................................................... 1.5 1.5 Limitations of advertising ........................................................... 1.7 1.6 Differences Between Advertising f Personal Selling ................... 1.8 1.7 Advertising and xPublicityfPublic relations ............................... 1.9 1.8 Types of Advertising ................................................................. 1. 10 1. 9 Audience Selection ................................................................... 1. 17 Questions. . ... .... . . ..... . . . . . . . . . . . . . . . . . . .. . .. . . . .. .......... . .. ... . . . . . .. .. ..... . . . . .. ... . . . . .. . .... 1.22

2.

ADVERTISING BUDGI