STUDY - ADVERTISING MANAGEMENT
The objective of this course is to develop the understanding about the marketing communication tools and implement them in designing Advertisement strategies.
STUDY - Introduction of Marketing Communication and Advertising-
Overview of marketing communication, Factors affecting the marketing communication mix, Integrated Marketing Communication, Ethical issues in marketing communication. Advertising as a Management Function. Role of Advertising in the Marketing Process. Consumer Orientation in Advertising. Types of Advertising, Methods of Classification.
STUDY - Marketing Communication Planning-
Models of marketing communication, developing & control of marketing communication, marketing communication planning procedure.
STUDY - Advertising objectives and planning -
Meaning Definition and objectives of Advertising, Types of advertising, and the advertising agency: Function & types, Advertising Agency compensation. Creative strategy - Target market & creative objective, advertising Appeals, Creative format & creation stage, Copy testing and plagnosis.
Steps in Advertising Strategies. Creative Strategy-Various appeals and execution Styles, General idea of What Great Advertising Thinkers say-both Indian and foreign, Print advertising, Electronics advertising, outdoor advertising, direct mail advertising.
STUDY - Media planning & promotion -
Environment analysis media object, Media strategy & media planning modes, Indoor media, out door media, Measuring Advertisement Performances, Current developments in advertising. Media mix-print, broad cast (T.V. & Radio), Cinema, Outdoor, Direct Mail advertising, and Internet. Defining media planning-From marketing plan to media plan, challenges in media planning.
MBA General Management Subjects