MANAGEMENT OF MARKETING, COMMUNICATION & ADVERTISEMENT

1. Marketing Communication: Marketing Communication Process: Source, encoding, Medium, Decoding, Response & Feedback, Noise

2. Communication: External and Internal Flow of Communication, Internal Communication, External Communication. Steps in Communication Process, the Communication Process. Different Types Communication Systems. Interpersonal Communication, Elements of Interpersonal Communication, Impersonal Communication.

3. Integrated Communication in Marketing: Integrated Marketing Communications and Persuasive Communication, Persuasive Communication, Channels of Communication Format, Informal, Graphics, Barriers to Communication

4. Promotion Mix: Meaning and Nature of Promotion Mix. Components of Promotion Mix. Direct Marketing, Types of Direct Marketing. Benefits of Direct Marketing. Benefits of Promotion.

5. Advertising: Meaning and Nature of Advertising. Objectives of Advertising. Importance of Advertising. Classification of Advertisement. Consumer Advertising

6. Advertising to Business and Professions: Non-product Advertising, Function of Non-product Advertising, Purpose of Non-product Advertising, Organization of Advertising Department. 

7. Advertising Agency Management: Advertiser’s Role in Organizing for Advertising. Centralized System, the Goals of Centralization, Advantages of Centralization. Decentralized System, The Goals of Decentralization, Advantages of Decentralized System. In-House Advertising Agency. Advertising Agencies. How Advertising Agencies Developed? Full-service Agencies. Structure of the Advertising Agency. Types of Agencies. Agency Compensation. Agency Evaluation. Client-agency Relationship.

8. Advertising Campaign: Planning and Managing Advertising, Managing Advertising, Planning Advertising. Appraisal of Advertising Opportunity, Types of Advertisement. Analyze and Target Market, Target Markets Research and Analysis, Types of Target Marketing. Set Advertising Objectives, Types of Objectives. Advertising Budget, Cost-oriented Advertising Budgets. Media and Creative Strategy. Pre-test Methods.
Post-Test Techniques.

9. Advertising Business- Ad agency, Types of agency- Functions and Selecting an Ad Agency- Agency- client relationship

10.Budgeting: Advertising Budget: Approaches to Budgeting, Priority-based Budgeting, Decision Conferencing, Planning Programming Budgeting System, and Performance Based Budgeting. Factors Affecting Allocation of Advertising Budget. Marketing Strategies, Direct Costs , Strategic Approach, Market Structure, Product Characteristics. Market Segmentation, Reasons for Market Segmentation, Major Variables. Bases for Market Segmentation, Advantages of Market Segmentation, Markets can be Segmented Using Several Bases. Brand Positioning. Developing a Positioning Strategy

11.Media: Types of Media, Mass Media and Print Media, Electronic Media, MediaAdvantages and Disadvantages. Market Analysis and Identifying the Target Market, Findingand Evaluating Customers, Market Segmentation, Target Market Example. Establishing  Media Objectives. Identifying Your Social Media Objective, Social Media Marketing Objectives. Developing and Implementing Media Strategies, Implementing a Strategy, Making the News and Getting Attention, The Media Mix, Target Market Coverage, Geographic Coverage, Scheduling. Media Rating Qualitative Aspects of Media Vehicle Source. Determining the Relative Cost of Media. Evaluation and Follow up. Media Characteristics.

12. Media Evaluation: Television, Advantages and Disadvantages of Televisions, Limitations of Television, Buying TV Time. Spot Television, Spot Cable Advertising. Syndication. Sponsorship, Benefits of TV Sponsorship for Brands Revealed. Cable Television, Working of Cable Television, Hybrid Fiber Coaxial Systems. Audience Measures. Radio, Advantages and Disadvantages of Radio, Limitations of Radio, Characteristics of Radio, Working of AM/FM Radio, Concept of Modulation.

13. Other Marketing Communication Media- Public Relations- Personal Selling-Online Marketing- Event management- Movies and Documentaries

14. Newspapers: Types of Newspapers, Different Types of Newspaper Advertising , Types of Display Advertising, Advantages of Newspapers, Limitations of Newspapers, Purchasing Newspaper Space. Magazines, Consumer Magazines, Advantages of Magazines. Circulation and Readership. Purchasing Magazine Advertising Space.

15. Sales Promotion: Nature of Sales Promotion, Sales Promotion Strategy, Objectives of Sales Promotion. Increases in Sales Volume. Launch New Products and Increase Trial. Advertising and Personal Selling Efforts. Classification of Sales Promotion