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
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