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
Marketing Public Relation
Social Marketing
Cause Related Marketing
Green Marketing & Pro – Environmental Activities
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
Target Market Factor
Advertising Objectives
Environmental Factors
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