Advertising and Marketing - I(Theory)

Paper Code: 
VAA (I) 121
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
6.00
Unit I: 
Types of advertising

To study the various kinds of advertising depending upon –

  • Area Coverage: Local, Regional, National and International
  • Audience: Consumer, Industrial, Trade and Professional
  • Functions : Direct and Indirect advertising, Action advertising, Primary and Selective advertising
  • Advertising stages: Pioneering, Competitive and Retentive
6.00
Unit II: 
Advertising Media
  • Above the line media
  • Below the line media
6.00
Unit III: 
The Emerging Role of Marketing

Introduction to Marketing

  • The importance of marketing What is marketed?
  • Core concepts of marketing
  • Philosophies of marketing
  • Marketing Mix: 4Ps – Product, Price, Place and Promotion
  • The Market
6.00
Unit IV: 
Consumer Behavior

How consumer behavior does works?

  • The Consumer Audience
  • Social/ Cultural influences on consumer decisions
  • Psychological influences on consumer decisions
  • Behavioral influences on consumer decisions
  • The consumer decision process
6.00
Unit V: 
Market Segmentation & Target Marketing

Types of Segmentation

  • Demographic
  • Geographic
  • Psychographic

Behavioral Benefit Market

  • Targeting
  • Product
  • Positioning
Academic Year: 
2015-2016
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