FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS
ADVERTISING MANAGEMENT Unit-IAnalysing the Communication ProcessNature of Communication Process and its Components, Applications of Communication Process in Marketing, Obstacles in Communication Process, Role of Communication Process in Perception, Learning and Attitude Change. Different Elements of Promotional Mix and Communication Process Relevant to them. Integrated Communication FundamentalsStrategic Analysis for Marketing Communication, Communication Objective, Market Segmentation, Target Group, Market Positioning. Unit-IIAdvertising and the Marketing FunctionObjective, Functions, Advertising as a tool for Communication, Social and Economic Aspects of Advertising, Importance of Advertising in Modern Marketing, Communication Process inCorporateImageBuilding, Advertising and Consumer Psychology. Unit-IIIDifferent Types of AdvertisingConsumer Advertising, Business to Business Advertising, Trade Advertising, Retail Advertising, Financial Advertising, Recruitment Advertising, Setting Advertising Objectives, DAGMAR Approach, Continuous Advertising Planning Process. Unit-IVMessage and CopyMessage Strategy and Design, Elements of Advertisements, Copy, Developing Effective Advertising Copy, Creativity and Visualisation in Advertising, Method of Creative Development. Media PlanningComparative Study of Different Advertising Media, Media Choice, Media Scheduling, Budgeting for Advertising, Evaluation of Advertising Effectiveness, Pre-testing and Post-testing Techniques. Unit-VRegulation of AdvertisingAdvertising Department and its Organisation, Advertising Agencies and their Functions, Contribution of Advertising to Economic Development and Standard of Living, Ethics and Advertising, Problems and Prospects of Advertising in India.
