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Advertising and Brand Management

Tripti Singh Chowdhury and Amit Kumar
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BBA, Semester-V According to the Syllabus of RCU ‘Rani Channamma University, Belagavi’Syllabus(507) ADVERTISING AND BRAND MANAGEMENT Work load: 4 hrs per weekInternal Marks: 20 External Marks: 80PART-AAdvertising Management Module-1 (10hrs)Nature of Advertising, Definition, Role of Advertising in the Marketing Mix, Evaluation of Advertising in India, Role of Advertising in Economic Development of India, Consumer Protection Act in Advertising, type of Purchase Decision, Models of Behaviour, Howard and Sheth Modl DAGMAR, AIDA Models. Types of Advertising, Product, Service, Institutional, Public Services, Financial and Industrial, Advertising and Society Ethics, Regulation and Social Responsibility. Module-2 (10hrs)Media Planning: Setting media objective, developing media strategies, media selection procedure, media buying function, change in media buying. Creativity in advertising, writing message design and development message, positioning, presentation, visualization difference, effective style, advertisement copy, types of copy and appeals, copy writing and layout construction of effective advertisement. Module-3 (10hrs)Advertising Budget: The Advertising Budgeting Process Different Methods of Budgeting Percentage of Scale Method, Advertising Objectives and Test Method, all you an Afford Method, Comparative Parity Method, Incremental Concept Approach to Budget, Administering the Budget. Advertising Research: PACT Principles of Advertising, types of Advertising Evaluation, pre Testing Methods for Media Message, Markets, Budgeting and Scheduling, Post Testing Methods for Media, Message. PART-BBrand Management Module-4 (10hrs)Introduction to Brand ManagementConcept of Brand and Branding, Meaning and Definition Evolution of Brand, Brand Hierarchy, Branding in Different Sectors – Customers, Industrial, Retail, and Service Brands, Brand Power, Brand-Product Relationships, Brand-Customer Relationships, Brand Loyalty – Meaning and Types. Module-5 (10hrs)Brand ExtensionNeed for Brand Extension, Types of Extensions, Brand Creation, Managing Brands, Brand Portfolio. Brand Equity: Concept and Definitions, Measurement- Cost Based Methods, Price Based Method. Brand Identity, Brand Image & Brand PersonalityConcepts and Perspectives of Brand Identity, Levels & Prism of Brands, Concepts and Dimensions, Building Brand Image and Personality. Brand PositioningIdentifying and Establishing Brand Positioning and Brand Value.
RCU2017/BBA/5/04
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