Advertising & Promotional Strategy
To provide an adequate overview of the field of “Promotional Strategy & Management” from a managerial standpoint. The fundamental concepts will be systematically presented in class sessions and related to real-life business situations. Numerous examples and caselets will be used to highlight the most relevant topics & issues.
The primary mode of teaching will be lecture sessions along with discussions & group presentations. A few video commercials & cases will also be shown & discussed in class. A significant component of the learning experience, in a course of this type, is constructive & reasoned class discussion. With this in mind, all students are encouraged to actively and judicously participate in all class discussions
To provide an adequate overview of the field of “Promotional Strategy & Management” from a managerial standpoint. The fundamental concepts will be systematically presented in class sessions and related to real-life business situations. Numerous examples and caselets will be used to highlight the most relevant topics & issues.
The primary mode of teaching will be lecture sessions along with discussions & group presentations. A few video commercials & cases will also be shown & discussed in class. A significant component of the learning experience, in a course of this type, is constructive & reasoned class discussion. With this in mind, all students are encouraged to actively and judicously participate in all class discussions
- Topics Covered
- Introduction to Advertising & Promotion
Integrated Marketing Communications
The Promotional Mix: The Tools for IMC - Consumer Behavior & Advertising
- Source Factors
- Message & Channel Factors
- Objectives & Budgeting for IMC Programs
Determining Promotional Objectives
Sales vs Communication Approaches
DAGMAR: An Approach to Setting Objectives - Creative Strategy: Planning & Development
- Creative Strategy: Implementation & Evaluation
Appeals & Execution Styles
Creative tactics - Media Planning & Strategy
Developing the Media Plan
Market Analysis & Target Market - Evaluation of Broadcast Media
Television
Radio - Evaluation of Print Media
- Sales Promotion
Consumer Sales Promotion
Trade Sales Promotion - International Advertising & Promotion
- Subliminal Advertising