Fundamentals of Advertising

Brief History and development of Advertising, Five Players of Advertising (Wells Burnett), Five M’s of Advertising, Consumer orientation & Advertising, Roles/Functions of Advertising, Essentials of Effective Advertising

Various kinds of advertising depending upon –
Area Coverage: Local, Retail, Regional, National, International and Global.
Target Audience: Consumer, Industrial, Trade, Professional and Financial Advertising
Functions : Direct and Indirect advertising, Action advertising, Primary and Selective advertising, Push and Pull Advertising
Product : Consumer, Industrial (Business to Business)
Product Life Cycle: Pioneering, Competitive and Retentive Advertising
Public Relation Advertising : Institutional, Political, Advocacy, Public Service Advertising
Comparative and Competitive Advertising
Advertorial, Surrogate, Subliminal, Advertising

Definition of IMC, Role of IMC, Promotional Mix-tools for IMC (Public Relations, Sales promotions, Personal Selling and Direct marketing)

DAGMAR Approach, Response Hierarchy Model- (AIDA Model, Hierarchy of effects model, Innovation Adoption, Model, Communication Model), Heightened Appreciation Model, Advertising Exposure model

Viral Marketing, Word-of mouth marketing/ Guerilla Marketing, In-store, marketing/Promotional Product Marketing