Advertising and Marketing – III (Theory)

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

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

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

 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

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