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GGSIPU (MS214) Advertising and Brand Management

GGSIPU

 UNIT 1 Concept of IMC [Book Link] 
1Nature & Scope of Advertising ManagementVIEW
2Setting Advertisement ObjectivesVIEW
3DAGMAR and other ModelsVIEW
4Advertisement Planning and Strategy MakingVIEW
5Creative Strategy Development & ImplementationVIEW
6Advertising BudgetVIEW
 UNIT 2 Media Planning [Book Link] 
1Setting Media ObjectivesVIEW
2Developing Media StrategiesVIEW
3Evolution and Different Media and Media SelectionVIEW
4Media BuyingVIEW
5Measuring Advertising Effectiveness – Pretesting and Post TestingVIEW
6Social, Ethical and Legal aspect of advertisingVIEW
 UNIT 3 Brand Concept [Book Link] 
1Naming and Importance of BrandsVIEW
2Strategic Brand Management ProcessVIEW
3Brand Identity Perspectives and Brand identity Prism, Identity LevelsVIEW
4Concept and Measure of Brand EquityVIEW
5Brand Assets and LiabilitiesVIEW
6Aaker Model Of Brand EquityVIEW
7Customer based Brand EquityVIEW
8Brand Loyalty, Measures of Brand LoyaltyVIEW
9Brand Personality – Definition, Measures and FormulationVIEW
10Brand Image dimensionsVIEW
11Stages of Concept Management for functional, symbolic and experimental BrandsVIEW
 UNIT 4 Brand Positioning [Book Link] 
1Brand Positioning, 3 C’s of PositioningVIEW
2Brand Positioning and differentiation strategiesVIEW
3Brand RepositioningVIEW
4Celebrity endorsementVIEW
5Brand Extension: Branding Strategies, Line Extension, Multiple BrandsVIEW
6Umbrella Branding, Brand Reinforcement, Brand revitalization of AdvertisementVIEW
7Managing Global BrandsVIEW
8Branding in Different SectorsVIEW

 

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