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Advertising and Marketing - I (Theory) [1]

Paper Code: 
VAA(G) 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

    1. Demographic

    2. Geographic

    3. Psychographic

    4. Behavioral

    5. Benefit

  • Market Targeting

  • Product Positioning

 

Academic Year: 
2017-2018 [2]

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Source URL: https://visualarts.iisuniv.ac.in/courses/subjects/advertising-and-marketing-i-theory-8

Links:
[1] https://visualarts.iisuniv.ac.in/courses/subjects/advertising-and-marketing-i-theory-8
[2] https://visualarts.iisuniv.ac.in/academic-year/2017-2018