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