Advertising and Marketing – III ( Theory)

• 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
   

• 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

• 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
   

• 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

• 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