Integrated Marketing Communication

Unit

Course Description

Sessions

UNIT I

Introduction: Overview of Marketing Communication, Role of I.M.C. in Marketing Process, Factors Affecting the Marketing Communication Mix, Integrated Marketing Communication Tools, Models of Consumer Responses.

2

UNIT II

Advertising: Objectives of Advertising, Role of Advertising in the Marketing Process, Types of Advertising, Advertising Planning, Source, Message and Selection of Advertising Channel, Factors, Communication Response Hierarchy[1]A.I.D.A. Model, Hierarchy of Effect Model, Innovation Adoption Model, Information Processing Model.

2

UNIT III

Advertising Budgeting and Advertising Agency: Advertising Budgeting Methods, Advertising Agency, functions and types, Departmentalisation and Remuneration, Criteria for Selecting the Agencies, Client-Agency Relationship, DAGMAR Approach For Setting Ad Objectives.

2

UNIT IV

Creative Strategy: Creativity in Advertising, Creative Process, Creative Strategy-Appeals and Execution Styles, Advertising Copywriting, Copy Principles for Print Advertising and Broadcast copy, Advertising art-Layout-Functions and Types.

3

UNIT V

Media Planning & Scheduling: Overview of Media Planning, Establishing Media Objectives, Evaluation of Media Mix -Print, Broadcast (T.V. & Radio), Cinema, Outdoor, Direct Mail and Social Media, Developing and Implementing Media strategies, Media Scheduling.

3

UNIT VI

Sales-Promotion, Direct Marketing, Personal Selling: Sales-Promotion Objectives, Consumer-oriented Sales Promotion Tools, Trade-oriented Sales Promotion Tools, Designing the Sales Promotion Program. Direct Marketing Objectives, Benefits and Elements. Personal Selling Objectives, Strategy and Process.

3

UNIT VII

Event Marketing & Public Relations: Public Relations, Interactive Marketing, Key Elements of Event and Sponsorships, Promotion and Pricing, Concepts of Promotion and Pricing in Events. Public Relations Meaning, Objectives, Tools of public Relations. Interactive Marketing and Social media Marketing -Meaning, Components

4

UNIT VIII

Monitoring, Evaluation and Control: Measuring the Effectiveness of the Promotional Program Evaluating the Social, Ethical and Economic Aspects of Advertising and Promotion

5