MS206 Advertising and Brand Management

Unit 1 Concept of IMC [Book]
Concept of IMC		VIEW
Process of Marketing Communication		VIEW
Nature & Scope of Advertising Management		VIEW
Determination of Target Audience	VIEW	VIEW
Advertising and Consumer behaviour	VIEW	VIEW
Setting Advertisement Objectives		VIEW
DAGMAR and other Models		VIEW
Advertising Budget		VIEW
Determining Advertising Budget	VIEW	VIEW
Advertisement Planning and Strategy Making		VIEW
Creative Strategy Development & Implementation		VIEW
Digital Advertising		VIEW
	VIEW	VIEW

Unit 2 [Book]
Media Planning	VIEW	VIEW
Setting Media Objectives		VIEW
Developing Media Strategies		VIEW
Evolution and Different Media and Media Selection		VIEW
Media Buying		VIEW
Measuring Advertising Effectiveness, Pretesting and Post Testing		VIEW
Social, Ethical and Legal aspect of advertising		VIEW

Unit 3 Brand Concept [Book]
Naming and Importance of Brands		VIEW
Types of Brands	VIEW	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
Designing marketing programs to Build brand equity		VIEW
Customer based Brand Equity		VIEW
Brand Loyalty, Measures of Brand Loyalty		VIEW
Branding Strategies Product, Line, Range		VIEW
Umbrella branding		VIEW
Brand Personality Definition, Measures and Formulation		VIEW
Brand Image dimensions		VIEW
Stages of Concept Management for functional, Symbolic and experimental Brands		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