Advertising and Marketing - III (Theory)

Paper Code: 
VAA(I) 321
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to-

  1. Identify and apply appropriate research methods and formulate Marketing Research plan
  2. Assess the need of Public Relations for an organization and justify its importance
  3. Appraise the key issues in managing a brand
  4. Formulate and justify brand development decisions
  5. Identify, analyze and demonstrate concepts in cross cultural advertising
  6. Identify and understand the use of Testimonial in Advertising
  7. Justify the impact of Celebrity Endorsement on Consumers

 

COURSE OUTCOMES:

Course

 Course Outcomes

Learning And Teaching Strategies

Assessment Strategies

Paper Code

Paper Title

VAA(I) 321

 Advertising and Marketing - III (Theory)

 

 

 

The Students Will Be Able To-

CO56: Classify Marketing Research

 

CO57: Categorize data collection and its techniques

 

CO58: Identify, Analyze and apply an appropriate marketing research plan to resolve the problems

 

CO59: Distinguish between public relations and advertising

 

CO60: Categorize types of public relations, brands

 

CO61: Explain brand and product as two different identities

 

CO62: Generalize and infer International Advertising

 

CO63: Recognize the factors affecting International Advertising Campaign and Develop the same

 

CO64: Interpret Testimonial/Endorsement Advertising

 

CO65: Defend the compatibility of brand and celebrity endorser

 

Approach In Teaching:

 

Interactive Lectures, Discussion, Tutorials, Reading Assignments, Multiple Points Of View

 

 

Learning Activities For The Students:

 

Self Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation

 

Class Test, Semester End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects

 

7.00
Unit I: 
Marketing Research
  • Importance of Marketing Research
  • Meaning & Scope
  • Classification of Marketing Research
  • Steps involved in Marketing Research
  • Data Collection
  • Sampling Methods
  • Techniques of Marketing Research
  • Qualitative Marketing Research
  • Marketing Research Agencies in India
7.00
Unit II: 
Public Relation
  • Definition of Public Relation
  • Comparison between Advertising & Public Relation
  • Need & Scope of Public Relation
  • Basic elements of Public Relation
  • Objectives of Public Relation
  • Types of Public Relation
  1. Marketing Public Relation
  2. Social Marketing
  3. Cause Related Marketing
  4. Green Marketing & Pro – Environmental Activities
  5. Crisis Management
  • Public Relation Advertising

1. Institutional or Corporate Advertising/Advocacy Advertising

2. Public Service Advertising

3. Political Advertising

  • Tools of Public Relation
6.00
Unit III: 
Branding
  • What is a Brand?
  • What makes a Brand?
  • How are brands different from products?
  • Developing a strong brand name
  • How Brands Serve?
  • Family brands
  • Brand extension
  • Flanker brand
  • Co branding
  • Ingredient branding
5.00
Unit IV: 
International Advertising
  • Introduction
  • Need & Importance of International Advertising
  • Factors affecting International Advertising Strategy
  1. Target Market Factor
  2. Advertising Objectives
  3. Environmental Factors
  4. Cultural Factors etc
  • Development of International Advertising Campaign
5.00
Unit V: 
Testimonial / Endorsement Advertising
  • Introduction & History
  • Theories of Celebrity endorsement
  • Compatibility of the celebrity & brand image
  • Positive Impacts of celebrity endorsement
  • Negative Impacts of celebrity endorsement

Discussion on some successful celebrity endorsements in India

References: 

BOOKS RECOMMENDED:

 

  • G. C. Beri, Marketing Research, Tata McGraw Hill Education Private Limited, Fourth Edition
  • Harper W. Boyd, Ralph Westfall, Stanley F. Stasch, Marketing Research Text and Cases, AITBS Publishers
  • Naresh K. Malhotra, Marketing Research an Applied Orientation, Pearson, Fourth Edition
  • Alan Wilson, Marketing Research an Integrated Approach, Pearson, Third Edition
  • Ram Kishan, Nalini Dutta, Strategic Brand Management, Ane Books Private Limited
  • S. A. Chunawalla, Compendium of Brand Management, Himalaya Publishing House
  • Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  • Rajeev Batra, John G. Myers, David A. Aaker, Advertising Management, Pearson, Fifth Edition
  • Jaishri Jethwaney, Shruti Jain, Advertising Management, Oxford University Press
  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  • Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
  • S. A. Chunawalla, K. C. Sethia, Foundations of Advertising Theory & Practice, Himalaya Publishing House, Ninth Revised Edition
Academic Year: 
2020-2021
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