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BBA and MBA ADVERTISING MANAGEMENT Paper Code : unit-i role and objectives of marketing, communication in the marketing programme. Unit-ii Determinant of target audience ; cultural demographic social class, consumer attitudes ; definition of advertising goals ; building of advertising programmes; message theme, headlines,layout, copy logo, appeals Unit-III Promotional scene in india-The media, media use-users; media planning ; managing and evaluating promotion strategy
BBA and MBA ADVERTISING MANAGEMENT Paper Code : unit-i role and objectives of marketing, communication in the marketing programme. Unit-ii Determinant of target audience ; cultural demographic social class, consumer attitudes ; definition of advertising goals ; building of advertising programmes; message theme, headlines,layout, copy logo, appeals Unit-III Promotional scene in india-The media, media use-users; media planning ; managing and evaluating promotion strategy
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BBA and MBA ADVERTISING MANAGEMENT Paper Code : unit-i role and objectives of marketing, communication in the marketing programme. Unit-ii Determinant of target audience ; cultural demographic social class, consumer attitudes ; definition of advertising goals ; building of advertising programmes; message theme, headlines,layout, copy logo, appeals Unit-III Promotional scene in india-The media, media use-users; media planning ; managing and evaluating promotion strategy
Droits d'auteur :
Attribution Non-Commercial (BY-NC)
Formats disponibles
Téléchargez comme DOC, PDF, TXT ou lisez en ligne sur Scribd
Role and objectives of marketing , communication in the marketing programme .
Stimulation of primary and selective demand role of advertising in the marketing mix, process of marketing communication.
Unit-II
Determinant of target audience ; cultural demographic social class, consumer
attitudes , definition of advertising goals ; building of advertising programmes; message theme , headlines ,layout , copy logo , appeals
Unit-III
Promotional scene in India-The media, media use-users; media planning ; managing
and evaluating promotion strategy; managing sales promotion –advertising expenditures , advertising effectiveness , rationale testing, opinion and attitude test , recognition , recall and controlled experience in the field.
Unit-IV
Advertising planning and execution ; managing client –agency relations, message
designing and development ; media selection , planning and scheduling ; appraisal of communication systems; legal ethical and social aspects of advertising
Suggested Readings :
1. D.A.AAKER, R. BATRA AND J.G.MYERS ,Advertising Management , Prentice
Hall Of India, New Delhi 2. G.E.BELCH and M.A. BELCH. Introduction to Advertising and promotion. Irwin, Chicago 3. W.WELLS, J.BURNETT and S.MORIARTY,Advertising : principles And Practice , Prentice Hall. London 4. H.F.HOLTZE, Theory and problems of Advertising, McGraw-Hill , NY