04-09-2017, 03:30 AM
QUESTION PAPERS:-
SYLLABUS:-
UNIT I [Integrated Marketing Communication]
1. Integrated Marketing Communication: Definition & concepts
i. Public relations
ii. Salesmanship
iii. Publicity
iv. Sales promotion
v. Marketing public relations
vi. Direct marketing
vii. Rural marketing
2. Advertising as marketing tool
i. The product marketing process
ii. Market segmentation process
iii. Target marketing process
iv. Advertising and product, price, place and promotion element.
3. Advertising as PR tool
i. PR, Publicity & Corporate Advertising
ii. PR technologies implemented in advertising
UNIT II [Account planning]
1. Define strategy and its role and relevance
2. Elements of Marketing plan
3. Plan advertising campaign (the planning cycle), USP,
4. Marketing objectives v/s advertising objectives
5. Setting the advertising objectives
6. Good objective setting
7. Direct and Indirect objectives
8. Advertising strategy
9. Advertising Campaign, various stages of Advertising Campaign
10. Budgeting process: budgeting & appropriation of fund
11. Factors affecting advertising budget, methods of setting advertising budgets
12. Concept & stages of Branding, brand management, brand image
13. Role of Advertising: Product life cycle, segmentation brand positioning, brand equity
14. Account Planning , pitching & presentation preparation
Unit III [Creative strategy to Development]
1. Concept of creativity
2. Idea generation
3. The creative brief
4. Advertising Research: Consumer, Market & Product
5. Types of copy, how to prepare ad copy
6. Copy and script writing: Print, radio, TV, cyber, outdoor. Copy and script writing for audio and video
7. Story board, audio-video copy formats
8. Production process of print copy – thumbnail, roughs, comprehensive, mechanical
9. Role of colours, photographs, computer graphics, artwork
10. Appeals in Advertising
11. Production process for audio and video copies – pre production, production and post production
UNIT IV [Media Planning]
1. Media agencies: definition, need and importance
2. Media plan: objectives, situation analysis, choice of media, media mix, target audience, strategy, media schedule, plan delivery
3. Media planning terms: circulation, TRP, CPRP, readership, listenership, reach, frequency, GRP
4. Uses and importance of media planning software: TAM, INTAM, IRS, NRS
5. Avenues for retail merchandize: point of purchase, point of sale
6. Methods of measuring effectiveness of advertising programme – different types of pre-testing, con current testing and post testing.
SYLLABUS:-
UNIT I [Integrated Marketing Communication]
1. Integrated Marketing Communication: Definition & concepts
i. Public relations
ii. Salesmanship
iii. Publicity
iv. Sales promotion
v. Marketing public relations
vi. Direct marketing
vii. Rural marketing
2. Advertising as marketing tool
i. The product marketing process
ii. Market segmentation process
iii. Target marketing process
iv. Advertising and product, price, place and promotion element.
3. Advertising as PR tool
i. PR, Publicity & Corporate Advertising
ii. PR technologies implemented in advertising
UNIT II [Account planning]
1. Define strategy and its role and relevance
2. Elements of Marketing plan
3. Plan advertising campaign (the planning cycle), USP,
4. Marketing objectives v/s advertising objectives
5. Setting the advertising objectives
6. Good objective setting
7. Direct and Indirect objectives
8. Advertising strategy
9. Advertising Campaign, various stages of Advertising Campaign
10. Budgeting process: budgeting & appropriation of fund
11. Factors affecting advertising budget, methods of setting advertising budgets
12. Concept & stages of Branding, brand management, brand image
13. Role of Advertising: Product life cycle, segmentation brand positioning, brand equity
14. Account Planning , pitching & presentation preparation
Unit III [Creative strategy to Development]
1. Concept of creativity
2. Idea generation
3. The creative brief
4. Advertising Research: Consumer, Market & Product
5. Types of copy, how to prepare ad copy
6. Copy and script writing: Print, radio, TV, cyber, outdoor. Copy and script writing for audio and video
7. Story board, audio-video copy formats
8. Production process of print copy – thumbnail, roughs, comprehensive, mechanical
9. Role of colours, photographs, computer graphics, artwork
10. Appeals in Advertising
11. Production process for audio and video copies – pre production, production and post production
UNIT IV [Media Planning]
1. Media agencies: definition, need and importance
2. Media plan: objectives, situation analysis, choice of media, media mix, target audience, strategy, media schedule, plan delivery
3. Media planning terms: circulation, TRP, CPRP, readership, listenership, reach, frequency, GRP
4. Uses and importance of media planning software: TAM, INTAM, IRS, NRS
5. Avenues for retail merchandize: point of purchase, point of sale
6. Methods of measuring effectiveness of advertising programme – different types of pre-testing, con current testing and post testing.