Module I THE PROCESS: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY
What is advertising, advertising as a communication process, Advertising as business process, Types of advertising, the economic effects of advertising. The structure of advertising industry - The scope and structure of advertising industry, Trends advertising and promotion industry, The evolution of promoting and advertising brands - Fundamental influences on evolution of advertising industry, Brand
entertainment, Social, ethical and regulatory aspects of advertising.
Module 2 THE PLANNING: ANALYZING THE ADVERTISING AND
INTEGRATED BRAND PROMOTION ENVIRONMENT
The consumer as a decision maker, Modes of consumer decision making, Consumer as a social being, Market segmentation, positioning and the value proposition - Identifying the target segments, Segment profiling and targeting, positioning strategies, Advertising and promotion research - Developmental advertising and promotion research, Copy research, Planning advertising and integrated brand promotion, Advertising plan and its marketing context, Communication objectives v/s sales objectives, Advertisement Budgeting, Role of advertising agency in advertisement planning,Advertisement planning: An international perspective.
Module 3 PREPARING THE MESSAGE
Creating brands, in general and across domains, Advertising agencies, creative process and the product, Message strategy - Essential message objectives and strategies, Copy writing - Copy writing and creative plan, Copy writing for print advertisements, Copy writing for cyber space, Copy writing for broadcast advertisements, The copy approval process, Art direction and production - Illustration, design and layout production in print advertising, Art direction and production in television advertising.
Module 4 PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA
World of promotional media, Fundamentals of media planning, Media planning process, media strategies, media choices, Contemporary essentials, Media choice and integrated brand promotion, Media planning - Strategic planning considerations in media choice.
Module 5 INTEGRATED BRAND PROMOTION
Support media, event sponsorship and branded entertainment - Traditional support media, Event sponsorship, Branded entertainment, Sales promotion and point of purchase advertising - Definition of sales promotions, Sales promotion directed at consumers, Sales promotion directed towards trade channel and business markets, Direct marketing - What is direct marketing, Media applications in direct marketing, Public relations and corporate advertising - Public relations, Corporate advertising.
REFERENCE BOOKS:
1. Advertising And Sales Promotions, Batra & Kazmi, Excel Books
2. Kelly, Larry D And Jugenheimer, Donald W; Advertising Media Planning – A
Brand Management Approach; Prentice Hall India, pearson
3. S.A.Chunawalla – Foundation of Advertising – Theory and Practice – HPH
4. Integrated Advertising, Promotion And Marketing Communication, Clow & Black, PHI
5. Wells, Principles & Practices Of Advertising, PHI
6. Brand Management, H.V. Verma, Excel Books
7. Sharma & Singh, Advertising: Planning And Implementation, PHI
What is advertising, advertising as a communication process, Advertising as business process, Types of advertising, the economic effects of advertising. The structure of advertising industry - The scope and structure of advertising industry, Trends advertising and promotion industry, The evolution of promoting and advertising brands - Fundamental influences on evolution of advertising industry, Brand
entertainment, Social, ethical and regulatory aspects of advertising.
Module 2 THE PLANNING: ANALYZING THE ADVERTISING AND
INTEGRATED BRAND PROMOTION ENVIRONMENT
The consumer as a decision maker, Modes of consumer decision making, Consumer as a social being, Market segmentation, positioning and the value proposition - Identifying the target segments, Segment profiling and targeting, positioning strategies, Advertising and promotion research - Developmental advertising and promotion research, Copy research, Planning advertising and integrated brand promotion, Advertising plan and its marketing context, Communication objectives v/s sales objectives, Advertisement Budgeting, Role of advertising agency in advertisement planning,Advertisement planning: An international perspective.
Module 3 PREPARING THE MESSAGE
Creating brands, in general and across domains, Advertising agencies, creative process and the product, Message strategy - Essential message objectives and strategies, Copy writing - Copy writing and creative plan, Copy writing for print advertisements, Copy writing for cyber space, Copy writing for broadcast advertisements, The copy approval process, Art direction and production - Illustration, design and layout production in print advertising, Art direction and production in television advertising.
Module 4 PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA
World of promotional media, Fundamentals of media planning, Media planning process, media strategies, media choices, Contemporary essentials, Media choice and integrated brand promotion, Media planning - Strategic planning considerations in media choice.
Module 5 INTEGRATED BRAND PROMOTION
Support media, event sponsorship and branded entertainment - Traditional support media, Event sponsorship, Branded entertainment, Sales promotion and point of purchase advertising - Definition of sales promotions, Sales promotion directed at consumers, Sales promotion directed towards trade channel and business markets, Direct marketing - What is direct marketing, Media applications in direct marketing, Public relations and corporate advertising - Public relations, Corporate advertising.
REFERENCE BOOKS:
1. Advertising And Sales Promotions, Batra & Kazmi, Excel Books
2. Kelly, Larry D And Jugenheimer, Donald W; Advertising Media Planning – A
Brand Management Approach; Prentice Hall India, pearson
3. S.A.Chunawalla – Foundation of Advertising – Theory and Practice – HPH
4. Integrated Advertising, Promotion And Marketing Communication, Clow & Black, PHI
5. Wells, Principles & Practices Of Advertising, PHI
6. Brand Management, H.V. Verma, Excel Books
7. Sharma & Singh, Advertising: Planning And Implementation, PHI
No comments:
Post a Comment