Unit 1
Advertising Role in the Marketing Process – Legal Ethical and Social Aspects of Advertising – Functions and Types of Advertising – Integrated Marketing communication – Brand management – Brand Image – Brand Equity and Brand Building – Ethics of advertising The Major Players in Advertising – Advertising Agency – Brand manager – Market Research Firms – Media – Type ofAgencies – Structure of an Agency and its Functions – The process of Developing an Advertisement.
Unit 2
Objective Setting and Market Positioning – Dagmar Approach ñ Determination of Target Audience-Assumptions about Consumer Behavior – Building of Advertising Programme – Message, Headlines, Copy, Logo, Illustration, Appeal, Layout Campaign Planning – CreativeStrategies – Production and Execution of TVCs and PrintAds
Unit 3
Advertising Research – Effectiveness of Advertising- Methods of Measurement – Rationale of test The Nature of Marketing Research (MR) – Applications – Types of MR – Decision Makingin Marketing, Marketing Information Systems and Decision Support Systems – The MR process and Research Design. Sources of data, Primary and secondary sources. The sources of secondary data. Audits and panel data. Surveys and Experiments in marketing research. The experimental designs in MR.
Unit 4
Measurement in MR. Concept of scales and property of scales- reliability and validity. Design of questionnairesand Schedules. Specific type of measurement instruments- attitude scales, measures of emotion, perceptual scales. Qualitative research methods. FGDs, Depth interviews, Content analysis, Projective techniques, Observation and Physiological measures.
Unit 5
Sampling Sample size determination, sampling plans and methods Field work planning and control., Data analysis- Data Editing, Coding and tabulation. Use of software. Data screening and purification. Frequency tables, Cross tabulation, measures of central tendency and variation.