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