| Unit 1 [Book] | |||
| Marketing Communication Meaning and its objectives | VIEW | ||
| Integrated Marketing Communication (IMC) Concepts and Process | VIEW | ||
| IMC Promotion Mix | VIEW | VIEW | |
| Advertising Meaning, Objectives its Role and Functions | VIEW | ||
| Classification of advertising | VIEW | ||
| Economic, Social and Ethical issues in Advertising | VIEW | ||
| DAGMAR approach | VIEW | ||
| STP strategies in Advertising | VIEW | VIEW | |
| Advertising Agencies | VIEW | VIEW | VIEW |
| Unit 2 [Book] | |||
| Process in Advertising | VIEW | ||
| Consumer and Mental process in buying | VIEW | VIEW | |
| AIDA model | VIEW | ||
| Hierarchy of effects model | VIEW | ||
| Information processing model | VIEW | ||
| Advertising Budget | VIEW | VIEW | VIEW |
| Methods of Advertising | VIEW | ||
|
Top down and Build up approach, Affordable method, Arbitrary allocation method, Percentage of sales method, Competitive parity method, Objective and Task method |
VIEW | ||
| Unit 3 [Book] | |
| Advertising Creativity Meaning of Creativity | VIEW |
| Creative strategy, Creative tactics | VIEW |
| Advertising Appeals | VIEW |
| USP Theory of Creativity | VIEW |
| Copywriting: Meaning and Definition of Copywriting, The Copywriter | VIEW |
| Copywriting for Print, Copywriting guidelines | VIEW |
| Radio Copywriting | VIEW |
| TV Copywriting | VIEW |
| Writing for the Web, Tips for writing good web content | VIEW |
| Unit 4 [Book] | ||
| Media Planning and Strategy: Media Types and their characteristics | VIEW | |
| Setting Media objectives | VIEW | |
| Steps involved in Media planning | VIEW | |
| Evaluation of Media | VIEW | |
| Media Scheduling strategy | VIEW | |
| Evaluation of Advertising effectiveness | VIEW | |
| Need and Purpose of evaluation, pre-testing and post testing techniques | VIEW | |
| Advertising Research | VIEW | VIEW |
| Decision areas in International Advertising | VIEW | |