Advertising Planning & Strategy - II (Theory)

Discuss the role of media in advertising and study their advantages and limitations
Print Media: Newspaper and Magazine
Support media: Out of home media, Promotional products marketing, Other media (Movie theatres, videos, miscellaneous)
Broadcast media: Television and Radio
Internet, E Mail Advertising

The Target audience
Media Objectives (Reach, frequency, continuity etc.)
Media categories and vehicles
Budgeting
Media scheduling

Advertising Agency – An Introduction
History of Advertising Agency
The structure of an Ad agency
Functions and services
Agency compensation
Agency Client Relationship
Types of ad agencies

DAGMAR Model
Hierarchy of effects model, (AIDA Model, Innovation Adoption Model, Communication Model)
Colour Theory (Significance of Colour in design)
Importance of Pictures/ Illustration

Define Brand.
What makes a Brand?
Difference between Brands and Products
Brand Image, Brand Identity, Brand Personality, Brand Positioning,
Brand Equity & Brand Loyalty