GGSIPU (MS214) Advertising and Brand Management

	UNIT 1 Concept of IMC [Book Link]
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 [Book Link]
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 [Book Link]
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 [Book Link]
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