Advertising and Marketing - I (Theory)

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  

• 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. 

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

  1. Demographic

  2. Geographic

  3. Psychographic

  4. Behavioral

  5. Benefit

• Market Targeting

• Product Positioning