Advertising and Marketing -II (Theory)

Paper Code: 
VAA (G) 221
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
7.00
Unit I: 
Integrated Marketing Communication

Introduction, to IMC
Nature and scope of IMC
IMC Plan (Situation Analysis to Media Selection)
IMC Components (Advertising, Sales Promotion, Personal Selling, Direct Marketing, Public Relations etc.)
The value of IMC Plan

6.00
Unit II: 
Customer Relationship Management

Introduction
Objectives of CRM
Need and Importance of CRM
Customer value and satisfaction
Retaining customers’ loyalty
Delivering customer value
Implementing total quality marketing (TQM )

7.00
Unit III: 
The Advertising Appeals

Buying Motives,
Types of Appeals
Rational and Emotional appeals ( positive and negative)
Direct and Indirect appeals
Fear, Hum our & Sex appeals

5.00
Unit IV: 
Animation

Animation
History of Animation
Types of Animation
An Introduction to Computer Animation
2D Animation
3D Animation

5.00
Unit V: 
The Advertising Agency

The structure of an Ad agency
Functions and services
Agency compensation
Types of ad agencies
Client – Agency Relationship

Academic Year: