DraftFCB+ULKA Brand Building Advertising: Concepts and Cases

"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"