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