Hence, the concise and well-illustrated look minus any lengthy theoretical ramblings. Citing a host of examples from the contemporary Indian advertising scene, the book outlines the role of image, ways to sustain and communicate an image, how to avoid tarnish to an image and the significance of public relations. The bedrocks of image management — like innovation, leadership, social perspective, etc — are delineated with examples and visuals to match. The seven mantras for powering the image strategy and the 10 imaging goof-ups serve as a broad road map for image or brand consultants. Advertising Karma
It highlights the process of advertising and media planning with particular reference to brand positioning, message construction and communication. The various kinds of advertising — retail, industrial and social — too are explained with suitable examples. The case study reveals the factors behind the successful 'thanda-matlab-coca-cola' advertising campaign. This volume is wrapped up with some hand-picked examples of strategic advertising. — Chetna Keer Banerjee
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The
writer brings to this volume the insights he has gained as a image
management and marketing practitioner. Part of a six-title open
management series by this author, it is aimed to appeal to the lay
reader as much as to scholars. 
Another
in the six-part series by this author, this title is an extension of
the image management strategies with specific application to the
world of advertising. Beginning with the role and relevance of
advertising, the volume goes on to make the fine distinction between
brands and products. 
