Contents:

Unit 1: Concept of Integrated Marketing Communications 9, Advertising-its Purpose 16, Economic and Social Implication 772, Advertising as an element of Marketing Mix 16, Advertising Ethics and the Future of Advertising 751. Function, Process,

Unit 2: Setting Advertising Goals: DAGMAR 206, Media Message and Creative Execution, Different Types of Media: Advantages, Disadvantages 430, Advertising Budget 323. AIDA, Hierarchy of Effects Model, Advertising Plan, Media Research,

Unit 3: Communication Process and Advertising Management-Attitude 117, Perceptions 113 Advertising Creativity 264, Source of Ideas, Identifying Selling Points, Copy Writing, Copy Research, Design and Layout

Unit 4: Understanding of Brand s Image in Advertisements, Building a Brand s Equity, Evaluation of Advertising Effectiveness

Unit 5: Sales Promotion 510, Objectives 522, Types and Techniques of Sales Promotion 526. Strategies, Sales Promotion Budget and Evaluation.