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Advertising Management

Anil Kumar Chaudhary
ISBN: 978-93-89627-87-9
₹135.00
Tax excluded
Syllabus
BBA 602 (Semester VI)
Advertising Management
UNIT-I
Introduction to Advertising: Definition, Nature, Scope, Objectives and Importance of Advertising, Role of Advertising in Marketing Mix. Types of Advertising,
Communication: Process and Mix, Role of Advertising in Social and Economic Development, Advertising Regulatory Bodies.
UNIT-II
Advertising Media Decisions: Media Planning, Types of Media, Factors Affecting Media Selection, Setting and Allocating Advertising Budget, Market Segmentation and Targeting, Advertising a New Product. Role of Advertising Agencies and Their Selection. Meaning and Importance of Personal Selling, Difference Between Personal Selling. Advertising and Sales Promotion. Methods and Procedure of Personal Selling.
UNIT-III
Advertising Message Design: Advertising Copy- Meaning, Components. Advertising Appeal, Unique Selling Proposition and Principles. Advertising Program. Advertising Campaign and its Management. Measurement and Effectiveness of Advertising Campaign
UNIT-IV
Integrated Marketing Communication: Core Concepts, Elements, Implementing IMC; Evaluating IMC, Barriers, the Communication Process. Ethics in Advertising.
DBRAU/2020/BBA/06/02
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