Advertising and Marketing – III

Paper Code: 
VAA(I) 321
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
7.00
Unit I: 
Marketing Research
  • Importance of Marketing Research
  • Meaning & Scope
  • Classification of Marketing Research
  • Steps involved in Marketing Research
  • Data Collection
  • Sampling Methods
  • Techniques of Marketing Research
  • Qualitative Marketing Research
  • Marketing Research Agencies in India
7.00
Unit II: 
Public Relation
  • Definition of Public Relation
  • Comparison between Advertising & Public Relation
  • Need & Scope of Public Relation
  • Basic elements of Public Relation
  • Objectives of Public Relation
  • Types of Public Relation
    1. Marketing Public Relation
    2. Social Marketing
    3. Cause Related Marketing
    4. Green Marketing & Pro – Environmental Activities
    5. Crisis Management
  • Public Relation Advertising

1. Institutional or Corporate Advertising/Advocacy Advertising

2. Public Service Advertising

3. Political Advertising

  • Tools of Public Relation
7.00
Unit III: 
Branding
  • What is a Brand?
  • What makes a Brand?
  • How are brands different from products?
  • Developing a strong brand name
  • How Brands Serve?
  • Family brands
  • Brand extension
  • Flanker brand
  • Co branding
  • Ingredient branding
7.00
Unit IV: 
International Advertising
  • Introduction
  • Need & Importance of International Advertising
  • Factors effecting International Advertising Strategy
    1. Target Market Factor
    2. Advertising Objectives
    3. Environmental Factors
    4. Cultural Factors etc
  • Development of International Advertising Campaign
7.00
Unit V: 
Testimonial / Endorsement Advertising
  • Introduction & History
  • Theories of Celebrity endorsement
  • Compatibility of the celebrity & brand image
  • Positive Impacts of celebrity endorsement
  • Negative Impacts of celebrity endorsement
  • Discussion on some successful celebrity endorsements in India
Academic Year: