Advertising and Brand Management | MBA 4th Sem | Andhra University

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Buy Latest Advertising and Brand Management Book for Mba 4th Semester in English language specially designed for AU ( Andhra University , Andhra Pradesh) By Thakur publication.

Tripti Singh Chowdhari & Mohd Farook Azam

Andhra University, MBA, Fourth Semester

Syllabus

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

Reference AU2018/MBA/04/1

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