Advertising and Marketing – III (Theory)

Paper Code: 
VAA(I)321
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
7.00

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

 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

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

 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

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: