Advertising and Marketing - I (Theory)

Paper Code: 
VAA(I)121
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
6.00

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.

6.00

Advertising Media

  • Above the line media

  • Below the line media

6.00

The Emerging Role of Marketing

  • 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.
6.00

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

6.00

Market Segmentation & Target Marketing

  • Types of Segmentation

    1. Demographic

    2. Geographic

    3. Psychographic

    4. Behavioral

    5. Benefit

  • Market Targeting

  • Product Positioning

Academic Year: