Coming soon
Advertising and Marketing - II (Theory)
COURSE OBJECTIVES:
This course will enable the students to-
- Understand the principle and basic concept of marketing communication process in a streamlined integrated marketing strategy.
- Analyze and evaluate the fast-changing field of advertising and promotion which affects global marketing, society and economy.
- Discover new customers and provide better customer service to new & present customers in order retain them
- Understand the importance of appeals in formulation of the advertisements
- Define and identify Animation as a particular form of Visual Communication
- Understand the working of different advertising agencies
COURSE OUTCOMES:
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Course |
Course Outcomes |
Learning And Teaching Strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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VAA(I) 221 |
Advertising and Marketing - II (Theory)
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The Students Will -
CO32: Appraise the IMC components to formulate the IMC plan for positioning and promoting the brand in the market
CO33: Analyze the significance of CRM to retain the existing customers and attract new customers for expansion of business in long run
CO34: Relate the buying motives of the consumers with the types of appeal to prepare an ad design with appropriate content and visual to hit the identified target
CO35: Identify the scope of animation in advertising to promote the brand in broadcast and interactive media
CO36: Identify and categorize the role and functions of different positions in an ad agency and assess her skill set to choose the best suitable post for oneself
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Approach In Teaching:
Interactive Lectures, Discussion, Tutorials, Reading Assignments, Multiple Points Of View
Learning Activities For The Students:
Self Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation |
Class Test, Semester End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects |
- 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
- Introduction
- Objectives of CRM
- Need and Importance of CRM
- Customer value and satisfaction
- Retaining customers’ loyalty
- Delivering customer value
- Implementing total quality marketing (TQM )
- Buying Motives,
- Types of Appeals
- Rational and Emotional appeals ( positive and negative)
- Direct and Indirect appeals
- Fear, Hum our & Sex appeals
- Animation
- History of Animation
- Types of Animation
- An Introduction to Computer Animation
- 2D Animation
- 3D Animation
- The structure of an Ad agency
- Functions and services
- Agency compensation
- Types of ad agencies
- Client – Agency Relationship
BOOKS RECOMMENDED:
- S. A. Chunawalla, K. C. Sethia, Foundations of Advertising Theory & Practice, Himalaya Publishing House, Ninth Revised Edition
- Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
- Rajeev Batra, John G. Myers, David A. AAker, Advertising Management, Pearson, Fifth Edition
- JaishriJethwaney, Shruti Jain, Advertising Management, Oxford University Press
- Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
- Jill Dyche, The CRM Handbook, Pearson
- Ed Peelen, Customer Relationship Management, Pearson
- Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
- Donald Hearn, M. Pauline Baker, Computer Graphics, Pearson, Second Edition
- Zhigang Xiang, Roy A. Plastock, Computer Graphics, MCgraw Hill, Second Edition
