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Dear All, Following Are The End Term Exam Details

The document outlines the topics and chapters to be studied for an upcoming end term exam. It includes details on marketing, the marketing mix, promotion, integrated marketing communications, advertising objectives and types, the role of advertising, public relations, sales promotion tools, agency structure and compensation, developing advertising programs and messages, and creative tactics. Students are instructed to study these topics from the specified textbook for the exam.

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Reena Gupta
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119 views2 pages

Dear All, Following Are The End Term Exam Details

The document outlines the topics and chapters to be studied for an upcoming end term exam. It includes details on marketing, the marketing mix, promotion, integrated marketing communications, advertising objectives and types, the role of advertising, public relations, sales promotion tools, agency structure and compensation, developing advertising programs and messages, and creative tactics. Students are instructed to study these topics from the specified textbook for the exam.

Uploaded by

Reena Gupta
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd

Dear All,

Following are the End Term Exam Details:

 Marketing
 Marketing Mix
 Promotion
 Promotion Mix: Advertising, Sales Promotion, Public Relations, Personal
Selling, Direct Marketing
 IMC
 Advertising is mass communication/ marketing communication
 Advertising Definition
 Advertising objectives: Informative, Persuasive, Reminder. Objectives related
to PLC
 Role of Advertising in marketing mix
 Types of Advertising: national, local, global, consumer, industrial, trade,
professional, service, public service, primary & selective demand, institutional,
classified
 Role of Advertising : Advantages & Disadvantages of Advertising (Is
advertising a boon or a bane)
 Identify the publics for PVR Cinemas; Develop a PR plan for the identified
set of publics.
 DAGMAR Approach
 Assignment / Project (s) Allocation
 Structure of an ad agency: Acct Mgmt, Creative, Media Planning, Research
 Types of ad agencies: Full service, creative Boutiques, Media Services, La
Carte
 Agency Compensation: 15% commission, Mark up / Cost plus, Performance
fee, Fee Based/ Fee Arrangement
 Case Study: Hutch Delhi Half Marathon Phir Se
 AIDA Model ; Hierarchy of effects model,
 Developing an Advertising Programme: Identifying & analyzing target
audience, advertising objectives, advertising platform, advertising appropriation,
media plan (media scheduling, reach, frequency), creative message, execute
campaign, advertising effectiveness
 Advertising Message & Creative Strategy: Cognitive, Affective & Conative,
generic, preemptive, USP, comparative, Resonance, Emotional, Action -inducing.
Appeals & Execution Style, Rational, Emotional, Advertising execution technique
(Slice of life, demonstration, testimonial, animation, dramatization)
 Creative Tactics: Print ( headline, subheadline, body copy, visual elements,
layout)
 Sales Promotion: Objectives, Reasons for increase in sales promotion,
Consumer sales promotion tools, Trade oriented sales promotion tools
 Terms used in Advertising Industry (Copy, Layout etc.)
The above mentioned topics can be studied from any book.

Chapters to be studied

Chapter 3 : IMC
Chapter 4: Setting goals and Objectives; DAGMAR Approach
Chapter 12: Creative Approaches
Chapter 13: Art of Copywriting
Chapter 14: Advertising Copy Testing & Diagnosis
Chapter 16: Media Strategy: Setting media Budgets
Chapter 17: Allocating Media Budgets
Chapter 17: Media Tactics
Text Book: Advertising Management
By Batra, Myers and Aaker

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