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Advertising and Media Research

S.K. Malhotra (Author)
Synopsis This book is more catered to readers who have no background on the media. It is more information than instructional. It’s great if you are looking into learning about how the media works per se but not if you are concerned about effectively positioning your products in the market. This handbook provides a comprehensive yet highly readable overview of the rapidly changing media planning and buying environment. Not only does the book explain it also places media in the emerging marketing planning context where media is viewed as a key tool in Integrated Marketing Communications. It is well laid out organizationally and easy to follow. It also spares the reader volumes of “media math” which can be overwhelming. The Media Handbook is a valuable references tool that should be kept by marketing and advertising generalists, media professionals and students as a guide to making intelligent decisions about the role of media in a marketing plan.
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About the author

S.K. Malhotra

S.K. Malhotra is Reader of Advertising and communication at the Jadavpur University, Calcutta. He received his BBA from C.C.S. University, Meerut in 1979 and MBA from one of reputed institute from Poona University in 1984. He has research interests in Advertising and Media, Brand attitude, product Identification and Market segmentation. E is visiting Professor in various Private and Government Institutions located in North India. He is Professor, Head of the Department of Advertising and communication and Director of the MDRI Institute, Nagpur. He is also visiting Faculty of marketing and advertising at various institutions and universities abroad. He has contributed articles in various journals and magazines of national repute. He has also participated in various national and international conferences.

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Bibliographic information

Title Advertising and Media Research
Author S.K. Malhotra
Format Hardcover
Date published: 01.01.2006
Edition 1st ed.
Publisher Omega Publications
Language: English
isbn 8189612182
length viii+264p., Tables; Figures; Bibliography; Index; 23cm.