Advertising and Marketing - I (Theory)

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

Above the line media
Below the line media

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

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

Types of Segmentation
Demographic
Geographic
Psychographic
Behavioral
Benefit
Market Targeting
Product Positioning