Documente Academic
Documente Profesional
Documente Cultură
Marketing
Marketing Mix
Promotion
Promotion Mix: Advertising, Sales Promotion, Public Relations, Personal
Selling, Direct Marketing
IMC
Advertising is mass communication/ marketing communication
Advertising Definition
Advertising objectives: Informative, Persuasive, Reminder. Objectives related
to PLC
Role of Advertising in marketing mix
Types of Advertising: national, local, global, consumer, industrial, trade,
professional, service, public service, primary & selective demand, institutional,
classified
Role of Advertising : Advantages & Disadvantages of Advertising (Is
advertising a boon or a bane)
Identify the publics for PVR Cinemas; Develop a PR plan for the identified
set of publics.
DAGMAR Approach
Assignment / Project (s) Allocation
Structure of an ad agency: Acct Mgmt, Creative, Media Planning, Research
Types of ad agencies: Full service, creative Boutiques, Media Services, La
Carte
Agency Compensation: 15% commission, Mark up / Cost plus, Performance
fee, Fee Based/ Fee Arrangement
Case Study: Hutch Delhi Half Marathon Phir Se
AIDA Model ; Hierarchy of effects model,
Developing an Advertising Programme: Identifying & analyzing target
audience, advertising objectives, advertising platform, advertising appropriation,
media plan (media scheduling, reach, frequency), creative message, execute
campaign, advertising effectiveness
Advertising Message & Creative Strategy: Cognitive, Affective & Conative,
generic, preemptive, USP, comparative, Resonance, Emotional, Action -inducing.
Appeals & Execution Style, Rational, Emotional, Advertising execution technique
(Slice of life, demonstration, testimonial, animation, dramatization)
Creative Tactics: Print ( headline, subheadline, body copy, visual elements,
layout)
Sales Promotion: Objectives, Reasons for increase in sales promotion,
Consumer sales promotion tools, Trade oriented sales promotion tools
Terms used in Advertising Industry (Copy, Layout etc.)
The above mentioned topics can be studied from any book.
Chapters to be studied
Chapter 3 : IMC
Chapter 4: Setting goals and Objectives; DAGMAR Approach
Chapter 12: Creative Approaches
Chapter 13: Art of Copywriting
Chapter 14: Advertising Copy Testing & Diagnosis
Chapter 16: Media Strategy: Setting media Budgets
Chapter 17: Allocating Media Budgets
Chapter 17: Media Tactics
Text Book: Advertising Management
By Batra, Myers and Aaker