Advertising and Marketing - I (Theory)

Paper Code: 
VAA (G) 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: 
2018-2019
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