ADVERTISING AND BRAND MANAGEMENT
Objective: to enlighten the students with the Concepts and Practical applications of advertising and brand management.
Unit I: Role of Advertising in Promotional Mix – Introduction to Advertising – Advertising and Communication – Integrated Marketing (IMC) Challenges and Opportunities in Advertising – Economic, Social and Ethical Aspects of Advertising.
Unit II : Audience Analysis in Advertising – Media Planning – Media Mix Decisions – Developing Media Strategy – Creative Strategy and Copy Writing – Different Types of Appeals – Layout Design.
Unit III: Advertising Budgets – Methods of Formulating Advertising Budgets – Evaluating of Advertising Effectiveness – Advertising Agencies.
Unit IV: Direct Response Advertising – Home Shopping – Direct Mail – Catalogs –Telemarketing – Internet Advertising – International Advertising – Impact of Culture – Customs – Law and Regulations.
Unit V: Brand Management: Brand Building and Positioning – Measuring Brand Performance – Designing Brand Marketing Programmes – Evaluating Brand Performance – Branding in Retail Business – Role of Own Label – Emerging trends in Brand Management.
(Case Studies are Compulsory)
Suggested Books:
William Wills, John Burnett and Sandra Mriarty – Advertising Principles and Practice – Pearson,NDYLR Murthy, Brand Management: Indian Cases . Vikas, ND
John. S. Wright Wills. L.Winter, Jr. and Sherliyer K.Leigler, Advertising – Tata McGraw Hill.
Manendra Mohan – Advertising Management Concepts and Cases – Tata McGraw Hill.
Percy & Elliot – Strategic Advertising Management, Oxford University Press.
AK.S.A.Chunnawala and K.C.Sethia – Foundations of Advertising Theory and Practice – Himalaya
George E.Belch and Michael A.Belch – Advertising and Promotion and Integrated Marketing
Communication Perspective – Tata McGraw Hill.
Chunnawala, S.A., Compendium of Brand Management, Himalaya Publications House, 2004.
Mathur, U.G. Brand Management – Text and Cases, Macmillan India Ltd. 2006.
No comments:
Post a Comment