Advertising and Marketing - III (Theory)

• 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

• 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

• 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

• Introduction
• Need & Importance of International Advertising
• Factors effecting International Advertising Strategy
  1. Target Market Factor
  2. Advertising Objectives
  3. Environmental Factors
  4. Cultural Factors etc
• Development of International Advertising Campaign

• 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