DraftFCB+ULKA: Brand Building Advertising: Concepts and Cases

by Ambi Parameswaran, Kinjal Medh

"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. 12 cases which are classified Consumer products Consumer durables Services 3 appealing How Advertising Works Celebrity Endorsements Promotions in Car Marketing"

Kindle Edition

First published January 27, 2011

About the author

M G Parameswaran, or Ambi as he is known is a Brand Strategist and Founder Brand-Building.com. In a career spanning three+ decades Ambi has handled assignments in marketing, sales and advertising with companies like Rediffusion DY&R, Boots Company and UDI Yellow Pages before dropping anchor at Ulka Advertising over two decades ago. He has helped build numerous brands including Digene, Brufen, Santoor Soap, Sundrop Cooking Oil, TCS, ICICI Bank, Wipro, Indica Cars, Zee TV among others.

Reviews

[Arnab Padhi · Rating 2 out of 5]

The book focuses on advertising by knowing the audience. it is in direct clash with the ideology that "push the product" rather than "pull the customer". Advertise by manipulation than motivation.
So i would personally not suggest this if you are a big company trying to build brand value.
though the advertising and market research that goes into advertising is commendable.