MS-68 Management of Marketing Communication and Advertising (Paperback) (ISBN-13: 9789381066416)

MS-68 Management of Marketing Communication and Advertising

Block-1 Marketing Communication and Advertising-Basic Concepts

Unit-1 Marketing Communication Process

Unit-2 Communication-Key Behavioural Concepts

Unit-3 Indian Media Scene

Block-2 Advertising Campaign Planning and Execution

Unit-4 Planning Communication Strategy

Unit-5 Advertising Campaign Planning-Strategic

Consideration, Creative Consideration

Unit-6 Advertising Creativity Campaign Planning and Execution

Unit-7 Advertising Research - Role and Trends

Unit-8 Measuring Advertising Effectiveness Definitions and

Techniques

Block-3 Media Planning Concepts

Unit-9 Media Concepts, Characteristics and Issues

in Media Planning

Unit-10 Media Selection, Planning and Scheduling.........................................61

Unit-11 Internets as an Emerging Advertising Medium....

Block-4 Marketing Communication Form

Unit-12 Managing Sales Promotion

Unit-13 Direct Marketing

Unit-14 Publicity and Public Relations

Unit-15 Social Marketing Communication

Block-5 Strategies for Advertising Agencies

Unit-16 Functions and Structure of Ad Agency

Unit-17 Managing Client Agency Relationships

Unit-18 Strategies for Account Management

Unit-19 Legal and Ethical Issues in Advertising

Question Papers

(1)June-2020

(2) December-2020

(3) June-2021

(4) December-2021