TYBMM Sem 5 Reference Book

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