GGSIPU (MBA) ADVERTISING AND BRAND MANAGEMENT – 4TH SEMESTER
| UNIT 1 Concept of IMC | ||
| 1 | Nature & Scope of Advertising Management | VIEW |
| 2 | Setting Advertisement Objectives | VIEW |
| 3 | DAGMAR and other Models | VIEW |
| 4 | Advertisement Planning and Strategy Making | VIEW |
| 5 | Creative Strategy Development & Implementation | VIEW |
| 6 | Advertising Budget | VIEW |
| UNIT 2 Media Planning | ||
| 1 | Setting Media Objectives | VIEW |
| 2 | Developing Media Strategies | VIEW |
| 3 | Evolution and Different Media and Media Selection | VIEW |
| 4 | Media Buying | VIEW |
| 5 | Measuring Advertising Effectiveness – Pretesting and Post Testing | VIEW |
| 6 | Social, Ethical and Legal aspect of advertising | VIEW |
| UNIT 3 Brand Concept | ||
| 1 | Naming and Importance of Brands | VIEW |
| 2 | Strategic Brand Management Process | VIEW |
| 3 | Brand Identity Perspectives and Brand identity Prism, Identity Levels | VIEW |
| 4 | Concept and Measure of Brand Equity | VIEW |
| 5 | Brand Assets and Liabilities | VIEW |
| 6 | Aaker Model Of Brand Equity | VIEW |
| 7 | Customer based Brand Equity | VIEW |
| 8 | Brand Loyalty, Measures of Brand Loyalty | VIEW |
| 9 | Brand Personality – Definition, Measures and Formulation | VIEW |
| 10 | Brand Image dimensions | VIEW |
| 11 | Stages of Concept Management for functional, symbolic and experimental Brands | VIEW |
| UNIT 4 Brand Positioning | ||
| 1 | Brand Positioning, 3 C’s of Positioning | VIEW |
| 2 | Brand Positioning and differentiation strategies | VIEW |
| 3 | Brand Repositioning | VIEW |
| 4 | Celebrity endorsement | VIEW |
| 5 | Brand Extension: Branding Strategies, Line Extension, Multiple Brands | VIEW |
| 6 | Umbrella Branding, Brand Reinforcement, Brand revitalization of Advertisement | VIEW |
| 7 | Managing Global Brands | VIEW |
| 8 | Branding in Different Sectors | VIEW |
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