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Advertising and Marketing - I (Theory) [1]

Paper Code: 
VAA (I) 121
Credits: 
2
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
Demographic
Geographic
Psychographic
Behavioral
Benefit
Market Targeting
Product Positioning

Academic Year: 
2019-2020 [2]

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Source URL: https://www.visualarts.iisuniv.ac.in/courses/subjects/advertising-and-marketing-i-theory

Links:
[1] https://www.visualarts.iisuniv.ac.in/courses/subjects/advertising-and-marketing-i-theory
[2] https://www.visualarts.iisuniv.ac.in/academic-year/2019-2020