Advertising and Marketing - I (Theory)

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

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
Unit II: 

Advertising Media

  • Above the line media

  • Below the line media

6.00
Unit III: 

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
Unit IV: 

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
Unit V: 

 Market Segmentation & Target Marketing

  • Types of Segmentation

    1. Demographic

    2. Geographic

    3. Psychographic

    4. Behavioral

    5. Benefit

  • Market Targeting

  • Product Positioning

Academic Year: 
2016-2017
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