Strategies, Consumer as decision Consumer as Consumer Behaviour and Advertising: social being 4L 4 Advertising and Brand Building: Definition of brand, Life-cycle of a brand, Brand positioning, Brand personality, Brand image, Brand equity, Brand essence, Brand value proposition and promoting desired image, Corporate brands 4L Advertising Planning: Planning process, steps, situation analysis, objective setting, budgeting, developing promotional strategies, implementation and control 2L Advertising Objectives: Sales approach versus communication approach, DAGMAR Approach 2L 6 Advertising Budget: Budgeting approaches different methods, allocation of budget – 1L 7 Designing an Advertisement: Different dimensions, Importance of creativity to advertising, Creative process, Developing a creative brief 3L 8 Message Strategies: Message structure, Message appeals- rational, emotional, scarce, Message Creative strategy: source-credibility, attractiveness, execution frameworks, for print and Creative tactics: electronic media - copywriting, body copy, headlines, layout, visuals, slogans, logos, signatures, storyboards 3L 10 Media planning process, Media mix, Coverage, Reach, Frequency, Impact, Strategies: Scheduling, Different types of media television, radio, print, outdoor, internet - characteristic – features, advantages and limitations, Factors influencing choice of media flows and functions, Channel design decisions, Network Marketing 3L 11 Advertising and Society: Social social and cultural, Ethical deceptive, offensive, – – economical- effect on consumer choice, competition, cost and prices, and Regulatory aspects of advertising ASCI –
Strategies, Consumer Behaviour and Advertising: Consumer as decision Consumer as social being 4L 4 Advertising and Brand Building: Definition of brand, Life-cycle of a brand, Brand positioning, Brand personality, Brand image, Brand equity, Brand essence, Brand value proposition and promoting desired image, Corporate brands 4L Advertising Planning: Planning process, steps, situation analysis, objective setting, budgeting, developing promotional strategies, implementation and control 2L Advertising Objectives: Sales approach versus communication approach, DAGMAR Approach 2L 6 Advertising Budget: Budgeting approaches – different methods, allocation of budget 1L 7 Designing an Advertisement: Different dimensions, Importance of creativity to advertising, Creative process, Developing a creative brief 3L 8 Message Strategies: Creative strategy: Message structure, Message appeals- rational, emotional, scarce, Message source-credibility, attractiveness, execution frameworks, Creative tactics: for print and electronic media - copywriting, body copy, headlines, layout, visuals, slogans, logos, signatures, storyboards 3L 10 Strategies: Media planning process, Media mix, Coverage, Reach, Frequency, Impact, Scheduling, Different types of media – television, radio, print, outdoor, internet - characteristic features, advantages and limitations, Factors influencing choice of media flows and functions, Channel design decisions, Network Marketing 3L 11 Advertising and Society: Social – social and cultural, Ethical – deceptive, offensive, economical- effect on consumer choice, competition, cost and prices, and Regulatory aspects of advertising – ASCI
EMBA-3-Semester.docx