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Advertising Management
₹145.00
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Syllabus MM-301: Advertising Management
Max. Marks:100 External: 70
Time 3 Hour Internal: 30
Understanding Advertising: Concept, Evolution, History, Classification, Objectives and Functions Advertising and Society: Ethical Issues in Advertising, Social Criticism of Advertising, Laws in Advertising, Advertising Statutory Bodies in India
Advertising Strategy and Planning Process, Consumer Behavior and Advertising Research, Advertising Agency; Types, Functions and Structure of Advertising Agency, Client-agency Relationship; Building of Advertising Programme - Message, Headlines, Copy, Logo, illustration, Appeal, Layout;
Media Planning and Strategy – Development of Media Plan, Establishing Media Objectives, Developing and Implementing Media Strategies, Evaluation and Follow up of Media Plan; Budgeting- Establishment and Allocation, Budgeting Approaches., Measuring the Effectiveness of the Promotional Program- Market Testing, Pre testing, Post testing, Laboratory Tests, Field Tests,
Online Advertising: Objectives, Importance, Types and Challenges of Online Advertising, Advertising on the Internet, Measuring Effectiveness of Internet
KUK2019/MBA/3/07
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