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Integrated Marketing Communication
This paper helps to understand the overall marketing communications, advertising concept and evaluate its various components in business decision making.
Meaning and concept of Integrated Marketing Communication (IMC) , Communication Response Hierarchy – Setting Communication Objectives, DAGMAR Approach -Budgeting for Marketing Communication evision, Report writing.
Fundamentals of Advertising Campaigns - Brand Positioning through Advertising- Planning Process - The Creative Brief - Creating an Appeal ,Strategic Approaches: Generic Approach – USP -Brand Image –Positioning - Public Service Advertising - Celebrity Endorsement , Elements of Print Advertisement - Scriptwriting for Radio and Tel
Advertising Agencies - Roles , Types - In House Agencies – Direct Response Agencies - PR Firms – Interactive Agencies –Advertising Agency Structure - Client Agency Relationship - Agency Selection - Agency Compensation
Promotion Tools: Sales Promotion - Trade Oriented Sales Promotion , Direct Marketing , Publicity , Mobile Advertising – Word-of-Mouth -Village Fairs, Trade Shows, Exhibitions, Personal Selling - World Wide Web Communications - Strategies for combining Advertisements and Promotional Tools for IMC.
Online Marketing Communication Process, Setting Online Communication Objectives, Online Advertising, Online Sales Promotion, Online PR - Direct Marketing through Internet.
1. George E. Belch & Michael A. Belch: Advertising & Promotions, An Integrated Marketing Communications Perspective, Tata McGraw Hill. 2. Russel, J. Thomas and Lane, Ronald: ‘Kleppner’s Advertising Procedure’, Pearson Education. 3. S.N Murthy, U Bhojanna, Advertising-An IMC Perspective, Excel Books.
1. Kruti Shah, Alan D. Souza, Advertising & Promotions: An IMC Perspective, Tata McGraw Hill 2. Aaker, David A., Myers John, G., and Batra, Rajiv: Advertising Management, Pearson Education
