Third Year BMM Advertising Semester VI

1. Advertising and Marketing Research

Harper W Boyd, Ralph Westfall and Stanley F Stasch, Marketing research – text and cases – Irwin 2000.
Alan D Fletcher and Tomas A Bower, Fundamentals of advertising research -Wadsworth publishing 1991.

2. Legal Environment and Advertising Ethics

P.B. Sawant and P.K. Bandyopadhyaya, Advertising laws and ethics – universal law publishing company.
Vidisha Barua, Press and Media : law manual – ULP co.
Vance Packard, The Hidden Persuaders; (1957) McKay.
Jean Kilbouroe, Can’t buy my love.
Jean Kilbourne, Still killing us softly.

3. Financial Management for Marketing and Advertising

Charles Horngren, Introduction to management accounting -Prentice Hall
L.M. Pandey, Financial management – Vikas publishing
P.V. Rathnam, Financial management and management accounting – Kitab Mahal
James Van Horne, Financial management and policy – Prentice Hall
Schall and Haley, Introduction to Financial management – Tata McGraw Hill
T. lucey, Management accounting – D.P. publications
M.Y. Khan and P.K. Jam, Financial management text and problems – Tata McGraw Hill

4. Agency Management:

Wes Perrin, Advertising Realities: A Practical Guide to Agency Management. Mayfield Publishing Co. 1992
C. Nugent Wedding and Richard S. Lesler, Advertising Management. Ronald Press 1962.
Eric G. Morgan, Choosing and using advertising agencies – Business books 1974
M. N. Mishra – Sales Promotion and Advertising – Himalaya Publishing.
George Belch and Michael Belch -Advertising and Promotion – McGraw- Hill
Rathor B.S. Advertising Management – Himalaya Publications

5. The Principles and Practices of Direct Marketing:

Martin Christopher, Adrian Payne and David Ballantyne, Relationship marketing Butterworth Heinemann 1991
Robin Fairlie, Database marketing and direct mail. – Exley publications 1990
Jim Sterne and Anthony Priore, E-Mail marketing – John Wiley and sons 2000
Francis Buttlc. Relationship marketing – theory and practice – Paul Chapman, Publishing limited 1996.
Ken Burnett, The hand book of key customer relationship management – Financial times Prentice Hall 2001

Third Year BMM Advertising Semester V

1. Advertising in contemporary Issues:

Philip R Cateora and John L Graham, International marketing- Irwin McGraw Hill 1999
D. Lamont Handbook of global marketing-Infinity books 2000
William F Arens and Courtland L Bovee, Contemporary advertising- Irwin 1994
Philip Kotler and Eduardo L Roberto, Social marketing-strategies for changing public behavior – The free press- 1989
Paul Timmers, Electronic commerce – Strategies and models for business to business trading – John Wiley and sons 1999
Dave Chaffey, Richard Mayer, Kevin Johnston and Fiona Ellis Chadwick, Internet marketing – Financial times- Prentice Hall
Mica Nava, Andrew Blake, lain Macrury and Barry Richards, Buy this book- Studies in advertising and consumption -Routledge 1997
Jib Fowles, Advertising and Popular Culture. -Sage Publications 1996
Mary Cross, Advertising and Culture – Praeger 1996
Elioise Coupey, Marketing and the internet- Prentice Hall 2001
Roxanne Hovland and Gary B. Wilcox Lincolnwood Advertising in Society: Classic and Contemporary Readings on Advertising’s Role in Society, NTC Business Books. 1989
Neil Barrett, Getting your message across the World Wide Web

2. Copywriting:

Arthur A winters and Shirley F Milton, The creative connection: ad copy writing and idea visualization- Fairchild publications- 1989
Herschel Gordon Lewis , On the art of writing copy-Amacom 2000
Luke Sullivan, Hey Whipple, squeeze this -A guide to creating great ads – John Wiley and sons 1998
Robert W Bly, The copywriter’s handbook – Henry Holt and company 1985
James L. Marra, advertising Creativity: Techniques for Generating Ideas -Prentice- Hall 1990
Hank Seiden, advertising Pure and Simple -Macmillan 1963
John Caples, Tested advertising methods.

3. Advertising Design:

Ed. Andre jute ,Graphic design in the computer age – series of 8 books:
Illustration-Vicky squires
Color- Andre jute
Video graphics -Hugh skinner
Publications- Andre jute
Presentations-Bi\\ Murphy
Design solutions-Linda Reed
Typography-Giant Shipcott
Corporate image-Amanda Barrett
Conway Lloyd Morgan .Packaging design, -Rotovision 1997
V.S. Rege, Advertising-art and ideas
Kathleen Ziegler and nick Greco, Digitalink-digital design and advertising – Dimensional illustrators 1996
Jeanne Alien, Designer’s guide to color – volumes 1, 2 and 3. -chronicle books 1986
Mike Quon- Business graphics – PBC international publications 1995
The design library series – Rockport publishers 1996. Series of 9 books:
Logo and letterhead
Business card
Promotion
Airbrush
Brochure
Packaging
T-shirt
Poster
Music
Print’s best logos and symbols-R. C. Publications 2000
Hugh Marshall – Art Directing Photography – Quarts Publishing P/c
Don Sparkman – Selling of Grahic Design – Allworth Press

4. Consumer Behavior:

Leon G Schiffman, Consumer behavior – Leslie Lazar Kanuk
Loudon, David and Dela Consumer behavior – Beta Albert
Max Sutherland and Alice K Sylvester, Advertising and the mind of the consumer Kogen page 2000

5. Media Planning and Buying:

Jack Z. Sissors and Jim Surmanek, Advertising Media Planning – Grain Books 1976
James R Adams, Media planning- Business books 1977

6. Brand Building:

David A Aaker, Building strong brands – The free press 1996
Deirdre Breakenridge, Cyber branding- Financial times – Prentice Hall 2001
Harvard business review on brand management – Harvard business school press 1999
Andreas Buchholz and Wolfram Wordemann What makes winning brands different
John Philip Jones What’s in a brand? – Building brand equity through advertising – Tata McGraw hill 2001
Al Ries and Laura Ries, The 11 immutable laws of internet branding- Harper Collins 2001
Susannah Hart and John Murphy, Brands- the new wealth creators – Macmillan business 1998