Integrated Marketing Communications
Dr. S. Harish Babu & Prof. Raghavendran V.
ISBN - 9789387883093
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Dr. S. Harish Babu & Prof. Raghavendran V.
ISBN - 9789387883093
According to the new Syllabus of‘Visvesvaraya Technological University, Belgaum’ INTEGRATED MARKETING COMMUNICATIONS 16MBA MM402 IA Unit 1: (10 Hours)Role of IMC in Marketing Process, IMC Planning Model, Marketing and Promotion Process Model. Communication Process, Steps Involved in Developing IMC Programme, Effectiveness of Marketing Communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising Appeal in Various Stages of PLC Unit 2: (8 Hours)Advertising Agency: Type of Agencies, Services Offered by Various Agencies, Criteria for Selecting the Agencies and Evaluation. Advertising Objectives and Budgeting: Goal Setting – DAGMAR Approach, Various Budgeting Methods used. Unit 3: (8 Hours)Media Planning: Developing Media Plan, Problems Encountered, Media Evaluation-Print, Broadcast Media, Support Media in Advertising. Media Strategy: Creativity, Elements of Creative Strategies and its Implementation, Importance of Headline and Body Copy. Unit 4: (8 Hours)Direct Marketing: Features, Functions, Growth, Advantages/Disadvantages, and Direct Marketing Strategies. Promotion: Meaning, Importance, Tools used, Conventional/Unconventional, Drawbacks, Push Pull Strategies, Co-operative Advertising, Integration with Advertising and Publicity Public Relation/ Publicity:- Meaning, Objectives, tools of Public Relations, Public Relation Strategies, Goals of Publicity, Corporate Advertising – Role, Types, Limitations, PR Vs Publicity. Unit 5: (8 Hours)Monitoring, Evaluation and Control: Measurement in Advertising, Various Methods used for Evaluation, Pre-Testing, Post Testing. Unit 6: (10 Hours)International Advertising: Global Environment in Advertising, Decision Areas in International Advertising Internet Advertising: Meaning, Components, Advantages and Limitations, Types of Internet advertising Industrial Advertising: B 2 B Communication, Special Issues in Industrial Selling. Case Studies in Indian context Only
VTU2018/MBA/04/8
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