The advertiser-Facilitating Institutions-Perspectives on Advertising. Advertising Agencies Functions, Types of Agencies, Agency-Client relationship-selection-Agency remuneration- Indian Ad Agencies

Marketing Strategy-The marketing plan-The advertising plan- Social, legal, global factors Objective setting Integrated Marketing Communications Advertising and non-advertising elements of communication mix-meaning and organizing for IMC Setting goals and objectives Sales as an objective-Operational objectives- Advertising response variables-the DAGMAR ap buying decision process proach Determinants of Advertising Strategy Advertising & Consumer Behaviour Segmentation and Target Market Developing segmentation Strategy, Target market selection, determining the positioning strategy, Brand positioning, Repositioning -Consumer decision making process, Advertising Strategy research

Attention and comprehension :Attention – Recall – Interpretation – Comprehension-Understanding benefit based attitudes Attitude levels-Identifying important attributes or-benefits- Segmentation using attitude structure Associating feelings with the Brand Importance and intensity of feelings Transformational advertising, Rossiter Percy Grid, Attitude toward the advertisement. Message Tactics- Creative Approaches Rational and Emotional Approaches-Usage of an Endorser-Distraction Effects, Creative Concept research The Art of Copywriting The creative process – copywriting- Illustrating-Layout, Creative styles-Execution and Content Audio-Visual creative execution Developing concept for commercials, Formats for Radio and TV, Mechanics of production Advertising Copy testing and Diagnosis--Copy testing strategy-Diagnostic Copy tests- Selection of copy test Media Strategy & Tactics- Media Planning - Advertising Budgeting Decision, Media Class decisions- Print, Electronic and others, Reach and Frequency, Media vehicles decision-Media option decisions, scheduling and timing decisions. Indian Media Scene Media options, Readership and Circulation Data. Internet advertising Overview, Nature and concept of Internet Advertising, Web site-its establishment, Measuring results

Objectives and Concepts, Planning and Budgeting, Implementation and Evaluation-benefits and drawbacks - Packaging and Labeling Sales Promotion Importance and Purpose, Major Sales promotional tools and techniques- Sales promotions directed at Consumers, Manufacturers’ promotions and Retailers’ Promotions, Evaluation, Risks, Regulation Direct Marketing Role of Direct Marketing, Concepts of Direct marketing; Techniques of DM- Database marketing, Direct Mail, Telemarketing, Direct Response advertising, Infomercials Public Relations, Corporate Advertising and Publicity Objectives for Public relations, Strategies and Tools of Public relations, Scope, objectives and types of corporate advertising

Need and nature of Regulation, Government and non government regulation, The socio, cultural and ethical aspects