Table of Contents
 

 

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