MARKETING COMMUNICATION U.P State Nep BBA 5th Sem book

Unit

Topics

I

Marketing Communication: Meaning and its Objectives, Integrated Marketing Communication (IMC): Concepts and Process, IMC Promotion Mix, Advertising - Meaning, Objectives its Role and Functions, Classification of Advertising, Economic, Social and Ethical Issues in Advertising, DAGMAR Approach, STP Strategies in Advertising, Advertising Agencies,                                                                         [Lecture-7]

II

Process in Advertising: Consumer and Mental Process in Buying, AIDA Model, Hierarchy of Effects Model, Information Processing Model, Advertising Budget – Top Down and Build Up Approach, Methods of Advertising – Affordable Method, Arbitrary Allocation Method, Percentage of Sales Method, Competitive Parity Method, Objective and Task Method.

[Lecture-7]

III

Advertising Creativity: Meaning of Creativity, Creative Strategy, Creative Tactics, Advertising Appeals, USP Theory of Creativity, Copywriting: Meaning and Definition of Copywriting, The Copywriter, Copywriting for Print, Copywriting Guidelines, Radio Copywriting, TV Copywriting, Writing for the Web, Tips for Writing Good Web Content

                                                                                             [Lecture-8]

IV

Media Planning and Strategy: Media Types and Their Characteristics; Setting Media Objectives; Steps Involved in Media Planning, Evaluation of Media, Media Scheduling Strategy, Evaluation of Advertising Effectiveness – Need and Purpose of Evaluation, Pre-Testing and Post Testing Techniques, Advertising Research, Decision Areas in International Advertising.     

[Lecture-8]