Advertising and Marketing – III (Theory)

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
Marketing Public Relation
Social Marketing
Cause Related Marketing
Green Marketing & Pro – Environmental Activities
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
Target Market Factor
Advertising Objectives
Environmental Factors
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: