DBA 7001  Integrated marketing communications

UNIT I  INTRODUCTION TO  ADVERTISEMENT  -Concept and definition of advertisement
–  Social, Economic and Legal Implications of advertisements  –  setting advertisement
objectives – Ad. Agencies – Selection and remuneration – Advertisement campaigns.
UNIT II  ADVERTISEMENT MEDIA  -  Media plan  –  Type and choice criteria  –  Reach and
frequency of advertisements  –  Cost of advertisements -  related to sales  –  Media strategy
and scheduling.
UNIT III  DESIGN AND EXECUTION OF ADVERTISEMENTS  -  Message development  –
Different types of advertisements  –  Layout  –  Design appeal  –  Copy structure  –
Advertisement production  –  Print  –  Radio. T.V. and Web advertisements  –  Media
Research – Concept Testing– Measuring impact of advertisements.
UNIT IV  INTRODUCTION TO SALES PROMOTION  -  Scope and role of sale promotion  –
Definition  –  Objectives of sales promotion  -  sales promotion techniques  –  Trade
oriented and consumer oriented.
UNIT V  SALES PROMOTION CAMPAIGN - Sales promotion – Requirement identification –
Designing of sales promotion campaign  –  Involvement  of salesmen and dealers  –  Out
sourcing sales promotion national and international promotion strategies  –  Integrated
promotion  –  Coordination within the various promotion techniques  –  Online sales
promotions