Advertising and Marketing – III ( Theory)

Paper Code: 
VAA(G) 321
Credits: 
02
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
     
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: