Advertising and Marketing -II

Paper Code: 
VAA (G) 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: 
2015-2016
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