| Unit 1 (Book) | ||
| Definition, Nature and evolution of Advertising | VIEW | |
| Advertising Function and Role | VIEW | |
| Social, Economic and legal aspects of advertising | VIEW | |
| Place of advertising in Marketing Mix. | VIEW | VIEW |
| Indian Advertising agency | VIEW | |
| Advertising Copywriting | VIEW | |
| Unit 2 Advertising Media (Book) | ||
| Different types of Advertising Media | VIEW | |
| Functions of Advertising Media | VIEW | |
| Merit, Demerit of Advertising Media | VIEW | |
| Selection of Advertising media and its Vehicle | VIEW | |
| Advertising Budget: Objectives, | VIEW | |
| Preparation and Methods of advertising budget | VIEW | |
| Advertising agency: Function, Selection and Compensation | VIEW | VIEW |
| Unit 3 Brand concept (Book) | |
| Naming and Importance of Brands | VIEW |
| Strategic Brand Management Process | VIEW |
| Brand Identity Perspectives and Brand identity Prism, Identity Levels | VIEW |
| Concept and Measure of Brand Equity | VIEW |
| Brand Assets and Liabilities | VIEW |
| Aaker Model of Brand Equity | VIEW |
| Customer based Brand Equity | VIEW |
| Brand Loyalty, Measures of Brand Loyalty | VIEW |
| Brand Personality: Definition, Measures and Formulation | VIEW |
| Branding Strategies: Product, Line, Range | VIEW |
| Umbrella Branding | VIEW |
| Unit 4 Brand Positioning (Book) | |
| Brand Positioning, 3 C’s of Positioning | VIEW |
| Brand Positioning and differentiation strategies | VIEW |
| Brand Repositioning | VIEW |
| Celebrity endorsement | VIEW |
| Brand Extension: Branding Strategies, Line Extension, Multiple Brands | VIEW |
| Umbrella Branding, Brand Reinforcement, Brand revitalization of Advertisement | VIEW |
| Managing Global Brands | VIEW |
| Branding in Different Sectors | VIEW |
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