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
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
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
Target Market Factor,
Advertising Objectives,
Environmental Factors
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