Advertising and Marketing – III ( Theory)

Paper Code: 
VAA(I) 321
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

Common with VAA (I) 321  & VAA(V) 321

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
5.00
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
4.00
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: