Advertising and Marketing - I

To study the various kinds of advertising depending upon –

• Area Coverage: Local, Regional, National and International
• Audience: Consumer, Industrial, Trade and Professional
• Functions : Direct and Indirect advertising, Action advertising, Primary and Selective advertising
• Advertising stages: Pioneering, Competitive and Retentive

• Above the line media
• Below the line media

• Introduction to Marketing
• The importance of marketing
• What is marketed?
• Core concepts of marketing
• Philosophies of marketing
• Marketing Mix: 4Ps – Product, Price, Place and Promotion
• The Market

• How consumer behavior does works?
• The Consumer Audience
• Social/ Cultural influences on consumer decisions
• Psychological influences on consumer decisions
• Behavioral influences on consumer decisions
• The consumer decision process

• Types of Segmentation
  1. Demographic
  2. Geographic
  3. Psychographic
  4. Behavioral
  5. Benefit
• Market Targeting
• Product Positioning