Advertising and Marketing - II (Theory)

• 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

1. Rational and Emotional appeals ( positive and negative)
2. Direct and Indirect appeals
3. 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