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Advertising and Marketing – I [1]

Paper Code: 
VAA (I) 121
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
6.00
Unit I: 
Types of advertising

To study the various kinds of advertising depending upon –

  •     Area Coverage: Local, Regional, National and International.
  •     Audience: Consumer, Industrial, Trade and Professional.
  •     Functions : Direct and Indirect advertising, Action advertising, Primary and Selective advertising.
  •     Advertising stages: Pioneering, Competitive and Retentive.
6.00
Unit II: 
Advertising Media
  • Above the line media 
  • Below the line media
6.00
Unit III: 
The Emerging Role of Marketing
  • Introduction to Marketing.
  • The importance of marketing.
  • What is marketed?
  • Core concepts of marketing
  • Philosophies of marketing
  • Marketing Mix: 4Ps – Product, Price, Place and Promotion
  • The Market.
6.00
Unit IV: 
Consumer Behavior
  • How consumer behavior does works?
  • The Consumer Audience
  • Social/ Cultural influences on consumer decisions
  • Psychological influences on consumer decisions
  • Behavioral influences on consumer decisions
  • The consumer decision process
6.00
Unit V: 
Market Segmentation & Target Marketing
  • Types of Segmentation
    1. Demographic
    2. Geographic
    3. Psychographic
    4. Behavioral
    5. Benefit
  • Market Targeting
  • Product Positioning
Academic Year: 
2018-2019 [2]

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Source URL: https://www.visualarts.iisuniv.ac.in/courses/subjects/advertising-and-marketing-%E2%80%93-i

Links:
[1] https://www.visualarts.iisuniv.ac.in/courses/subjects/advertising-and-marketing-%E2%80%93-i
[2] https://www.visualarts.iisuniv.ac.in/academic-year/2018-2019