Types of advertising.
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.
Advertising Media
Above the line media
Below the line media
The Emerging Role of Marketing
Consumer Behavior
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
Market Segmentation & Target Marketing
Types of Segmentation
Demographic
Geographic
Psychographic
Behavioral
Benefit
Market Targeting
Product Positioning