Table of Content
 

 

Advertising Environment

  • Evolution of Advertising Industry
  • Theory and Principles of Advertising
  • Purpose and functions of Advertising
  • Modes of Advertisement
  • Advertising Process flow
  • Planning Advertising Framework

Advertising Management

  • Advertising Process Control
  • Role of advertising department
  • Advertising Agency
  • Advertisement Objective
  • Advertisement budget

Advertising Planning and Decision making

  • Marketing Plans and Strategies
  • Communication and Persuasion
  • Advertising Communication System
  • Advertising Plans
  • Role of social, legal and global factors in Advertising Management
  • Decision making Process

Integrated Marketing Communication

  • Communication Mix
  • Role of advertising within marketing
  • Direct Marketing
  • Sales Promotion
  • Public Relations
  • Action-oriented communication

Brand Building

  • Segmentation and Positioning
  • Attention and Comprehension
  • Understanding benefits-based attitudes
  • Brand equity, image and personality
  • Word-of-mouth advertising

Advertising tactics

  • Creative approach and Styles
  • Distraction effect
  • Copywriting

Production and Implementation

  • Advertising Production Process
  • Creation and Production
  • Client-agency relationship

Media Strategy and Tactics

  • Advertising Media
  • Market Experimentation and budget allocation
  • Media Decisions
  • Timing and scheduling
  • Media Planning and Scheduling
  • Media Buying and Organization

Advertising – Laws and Ethics

  • Advertising Standards Council of India
  • Social Responsibility and Self Regulation Code
  • Competitors Lawsuits
  • Advertising agencies and regulation
  • Advertising laws, code and constitution
  • Indian Contract Act, 1872
  • Copyright Act, 1957
  • Patent & Trademarkets Act
  • Defamation & Emblem and Names Act, 1980

Global Marketing and Advertising

  • Market globalization
  • Global production and marketing
  • Cultural differences
  • Consumer behavior and Segmentation
  • Advertising Research
  • Global Branding and Positioning
  • Global Advertising and Organization
  • Message Strategy and Tactics
  • Media tactics

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