Advertising and Marketing -II (Theory)

Paper Code: 
VAA (I) 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
    1. Rational and Emotional appeals ( positive and negative)
    2. Direct and Indirect appeals
    3. 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: 
2017-2018
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