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 |