Course Outline
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Introduction to Advertising
- Definition and history
- Classification of Advertising
- Functions and Benefits of Advertising
Client and Advertising Agency
- Role of Advertising Agency
- Evaluation Techniques
- Client-Agency Relationship
- Advertising Agency Compensation
Marketing communications
- Flow of communication
- Process of communication
- Types of communication
- Integrated Marketing Communications
Consumer Behaviour
- Introduction
- Problem Recognition
- Information Research
- Evaluation and Selection of Alternatives
- Post Purchase Alternative Evaluation
- Factors that influence the Decision of Purchase
Advertising Response and Models
- Exposure and familiarity model
- Response hierarchy model
- Low-Involvement learning model
- Foote, Cone and Belding Model ( FCB)
- Kim-Lord Grid Model
- Cognitive response model
- Elaboration Likelihood Model (ELM)
Market Segmentation, Branding and Positioning
- Concept
- Basis of Segmentation
- Types of segments and selection process
- Brand Awareness
- Brand Attitude and Feelings
- Brand Equity
- Brand Image and Personality association
- Definition of positioning
- Types of Positioning Strategy
- Positioning errors
- Different Positioning Approaches
Media Planning, Strategy and Evaluation
- What is Media Planning?
- Types of Media
- Identifying Target Market and analysing the objectives
- What is Media Strategy?
- Factors influencing the media strategy
- Cost of Media
- Principles of advertising creativity
- Process and planning of creative strategies
- Media evaluation – Process and Techniques
Advertising Research
- Advertising Strategy Research
- Process of Advertising Research
- Testing Ads
- Essentials of Effective Testing
Sales Promotion
- Introduction to Sales Promotion
- What is promotion Mix?
- Objectives Of Sales Promotion
- Factors Affecting Sales Promotion Growth
- Advantages and Drawbacks of Sales Promotion
- Types of Sales Promotions strategies
- Effect of Promotion on Sales
- Sales Promotion Design
- Sales Promotion- Tools and Techniques
- Successful Sales Promotion and Evaluation
Economics of Advertising Sales Planning
- Approaches of allocating Advertising and Sales Budget
- Factors affecting Budget Allocation
Legal Framework
- Advertising Standards Council of India (ASCI)
- Advertising Agencies Association of India
- Advertising Standards Council