PROMOTIONAL STRATEGY RECOMMENDED ADDITIONAL READING ADVERTISING GENERAL READING 1.

The Art of Writing Advertising: Conversations With Masters of the Craft; by Bernbach, Burnett, Gribbin, Ogilvy and Reeves. 659.1322 Art. 2. Conversations With Marketing Masters, Laura Mazur, 658.8 3 4 5 6 7 The Secrets of Successful CopyWriting; Patrick Quinn, 659.1322 Qui. Slogans, by Nigel Rees, George Allen & Unwin (2 copies 659.13 Company Image and Reality, by David Bernstein, Holt Rinehart and Winston; 659.28 Creating Effective Advertising using Semiotics 659.132 Nad. Strategy in Advertising, Matching Media and Message; by Leo Bogart, NTC Business Books 659.1

Additional Reference Texts ADVERTISING 1. Advertising and Promotion: An Integrated Marketing Communications Perspective, Belch and Belch, Tata McGraw Hill

2. Promotion and Advertising, Richard Semenik, Thomson Publishers, 3. Brand Building Advertising, by Parmeswaran, Tata MEDIA PLANNING 1. Media Planning, Surmanek, NTC Press, 1989 659.11 2. Advertising Media Planning, Scissors and Bamba, NTC Press,1995 659.11 PUBLIC RELATIONS 1. Winning PR in the Wired World, D. Middleberg, McGraw, $25 2. Thorsons Guide to Public Relations, S. Turner 3. Public Relations for Sales and Marketing, D. Wragg, Kogan Page. 4. Public relations Disasters by Kogan page ________________________