Académique Documents
Professionnel Documents
Culture Documents
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Paper - III
Sales Promotion
Unit - I. The Field of Advertising Management
The Advertiser, Facilitating Institutions, Perspectives on Advertising
Advertising Planning and Decision Making
Planning Framework, Marketing Strategy and Situation Analysis, The Marketing
Plan, The communication and Persuasion Process, The Advertising Plan,
Facilitating Agencies, Social, Legal and Global Factors
Unit - II Integrated Marketing Communications
The Role of Advertising within the Marketing Program, The Role of advertising within
the "Communication Mix", Direct or Database Marketing. Sales Promotions, Other
Actions-Oriented Communications, Public Relations, Integrating the Different
Elements
Setting Goals and Objectives
Function of Objectives, Behavioral Dynamics, Advertising Response Variables
Intervening between Advertising and Action, Specifying the Target Segment, The
DAGMAR Approach
Segmentation and Positioning
Segmentation Strategy, Positioning Strategies, Determining the Positioning
Strategy, Making the Positioning Strategy,
Unit - III. Message Strategy
Attention and Comprehension
Attention, From Attention to Recall, Attention versus Comprehension, Interpretation
and Comprehension
Understanding Benefit - Based Attitudes
Attitude Levels and Components, Means - Ends and Laddering Analysis, Identify
Important Attributes or Benefits, Using Multiattribute Attitude Models, Segmentation
Using Attitude Structure.
Unit - IV. Associating Feeling with the Brand
Modeling the Feeling Response to Advertising Transformational Advertising :
Transforming the use experience, What Affects the Intensity of Feelings, Attitude
toward the advertisement, The role of classical conditioning.
Brand Equity, Image, and Personality
Brand Equity, Brand personality associations, Why are brand personality
associations Important, When are brand personality associations more important?
Implementing a Brand Personality Strategy.
Group Influence and word-of mouth advertising
The concept of reference groups, Nature of reference group influences on brand
choice, Factors influencing the Degree of Group Influence, informational Influence:
word-of mouth, Normative Influence.
Unit - V. Advertising regulation
History of Federal regulation of advertising. Determining Deception using advertis
ing research, remedies, competitor lawsuits, Self-regulation Advertising and So-
ciety A structuring of the issues, Nature and content of advertising, Effects on
values and lifestyles, Economic effects of advertising, Advertising and Competition,
remedies.
Global Marketing and Advertising.
The Globalization of Markets, Global production and marketing : The argument for
Globalization, Persisting Cultural Difference : The Argument for localization, Cross-
national difference in culture and consumer behavior, global consumer segments,
Global branding and positioning, Global advertising, Message strategy, Message
tactics, Media strategy, Media tractics, Organizing for global advertising.
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Paper - IV
Marketing of Services
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