Advertising and Marketing –II ( Theory)

• Introduction, to IMC
• Nature and scope of IMC
• IMC Plan (Situation Analysis to Media Selection)
• IMC Components (Advertising, Sales Promotion, Personal Selling, Direct Marketing, Public Relations etc.)
• The value of IMC Plan

• Introduction
• Objectives of CRM
• Need and Importance of CRM
• Customer value and satisfaction.
• Retaining customers’ loyalty.
• Delivering customer value.
• Implementing total quality marketing (TQM )

• Buying Motives,
• Types of Appeals

                    1.    Rational and Emotional appeals ( positive and negative)
                    2.    Direct and Indirect appeals
                    3.    Fear, Hum our & Sex appeals

•  Animation
• History of Animation
• Types of Animation
• An Introduction to Computer Animation
• 2D Animation
• 3D Animation

• The structure of an Ad agency
• Functions and services
• Agency compensation
• Types of ad agencies
• Client – Agency Relationship