Advertising and Marketing -II (Theory)

 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

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 )

The Advertising Appeals

• Buying Motives

• Types of Appeals 

  1. Rational and Emotional appeals ( positive and negative)

  2. Direct and Indirect appeals

  3. Fear, Hum our & Sex appeals

Animation

• Animation 

• History of Animation

• Types of Animation

• An Introduction to Computer Animation

• 2D Animation

• 3D Animation

 The Advertising Agency

• The structure of an Ad agency

• Functions and services

• Agency compensation

• Types of ad agencies

• Client – Agency Relationship