ADVERTISING AND MARKETING RESEARCH

Fundamental Marketing Research Skills: o Research techniques o Sampling methods o Research Design o Steps in the Research Process o Questionnaire Development o Report writing o Data analysis Product research o New product research o Product specifications o Branding research o Pricing research o Packaging research o Product testing o Comparison tests o Analysis of trends, competition o Searching for and analyzing the competitive advantages o Advertising Content Analysis Copy research o Objectives and product appeals o Creative strategy research o Message element selection o Consumer attitude and usage studies o Concept testing o Name testing o Slogan testing Copy testing different measures and methods o Few association tests o Direct questioning o Direct mail tests o Statement comparison tests o Qualitative interviews o Focus groups moderating o Motivational research o Rating Scales o Steps o Importance

The strengths and weaknesses of different qualitative methods used to help inspire ideas Criteria of validity sensitivity, stability, reproducibility, predictability. Test results as aid to creative judgment Pretesting o Pretesting objectives o Variables evaluated markets, consumers motives, messages, media Print Pretesting Broadcast Pretesting o Trailer tests o Theatre tests o Live telecast tests o Clutter tests o Television storyboard Pretesting o Radio commercial pretesting Projective techniques o Consumer jury o Matched samples o Word Association o Completion o Consultation Challenges to pretesting e.g. The Halo Effect Data interpretation and presentations Physiological rating scales o Pupil metric devices o Eye-movement camera o Galvanometer o Voice pitch analysis o Brain pattern analysis Post testing o Measuring advertising effectiveness o Attitude change o Recognition test o Aided recall o Unaided recall o Sales tests o Inquiry tests o Measurements of perception, communication, influence o Customer satisfaction research o Using qualitative research in advertising

LEGAL ENVIRONMENT AND ADVERTISING ETHICS

Advertising and the law o Need for self regulation o Introduction to MRTP act o Introduction to ASCI and AAAI code of conduct o The standard contract between the agency and the advertiser o Self regulation by individual agencies o Drug and cosmetics act o Drugs and magic remedies (objectionable advertisement) act o Copyright act o Pharmacy act o Prize and competition act o Emblems and names (prevention of improper use) act o Obscenity act Ethical Issues in advertising o Puffery o Taste in advertising general guidelines o Advertising directed at cultural and religious minorities o Advertising to children o Use of women in advertising o Portraying minorities and women in traditional roles and occupations o Depiction of old people o Stereotyping ethnic and racial o Advertising controversial products; alcohol. Tobacco, contraceptives o Manipulation of research in advertising Deceptive and Unfair trade Practices o False promises o Incomplete description o False comparisons o Misleading comparisons o Bait-and-switch offers o Visual distortions o False testimonials o Partial disclosures o Small print clarification Case studies of select ads that violate legal and ethical concerns

Consumer guidance and concerns o Consumer protection act 1986 o Essential commodity act o Standard of weights and measures act o Packaged commodities act o Prevention of food adulteration act o AGMARK, ISI o Role of PDS and consumer co-operatives Consumer forums o CGSI, CFBP, CERC, Grahak Panchayats Social criticism of advertising o Increasing the prevalence of materialism o Creating artificial needs o Idealizing the good life stressing conformity with others o Encouraging instant gratification and a throwaway society o Promoting the good of the individual over the good of the society o Creating unrealistic ideal characterizations o Using appeals that prey on feelings of inadequacy Social responsibilities of Advertising

Advertising as a molder of thought, opinion and values

Critique of advertising o A study of Vance Packard o A study of Jean Kilbourne

FINANCIAL MANAGEMENT FOR MARKETING AND ADVERTIZING

Costing of decision making o Costing classification and allocation o Nature of cost o Historical and future costs o Cost classification in manufacturing firms o Cost concepts for planning and control (relevant costs) Cost-volume profit analysis and operating leverage o Break-even analysis o Operative leverage o Use of cost-volume-profit for decision-making Profit Planning: A Budgetary approach o Meaning and purpose of budgeting Financial Management o Financial management and goals o Objectives o Functions and scope o Evolution o Interface with other functional area Time value of money o Why money has time value o Basic concepts o Risk and returns Fundamentals of capital budgeting o The capital budgeting process o Evaluation techniques o Net present value o Internal rate of return Financial statement analysis o P/L, A/c, B/s, vertical analysis o Radio analysis o Time series analysis Estimation of working capital needs o Objectives of working capital needs o Factors offering composition of working capital o Operating cycle approach to working capital

Sources of long term finance o Equity capital o Preference capital o Debenture capital o Term loans o Deferred credit o Government subsidies o Leasing and hire purchases

AGENCY MANAGEMENT

Account management o Role of account planning o Account planning systems o Attributes of a good Account Planner Client servicing o Characteristics of services o 7 Ps of services o Gap Model o Stages in client-agency relationship o Issues in client servicing o Understanding the clients business o Key success factors o Business model o Understanding client behavior o Understanding clients business o Understanding communication tasks o Conflict resolution accountability o Negotiation process Clients evaluation of the agency o Clients evaluation of the agency o Areas of evaluation: Expertise Objectivity Dedication Staffing and management Marketing plan of the client o Understanding clients marketing strategy o Marketing problem/opportunity definition o Marketing and advertising objectives as started by the client o Constraints on strategy formulation and implementation o Getting better brief from the client Setting objectives o Profit objectives o Sales and market share objectives o Setting the overall advertising and promotion budget o Setting evaluation criteria

Setting up an Agency o Nature of agency business o Stages in setting up a new business Concept development Environmental scanning Market feasibility Financial feasibility Making a business plan o Sales Promotion Management Importance and role in marketing Promotional objectives Profit objectives Market share objectives o Trade, retail and consumer promotion o Consumer Franchise-building versus Non franchise-Building Promotion o Consumer Sales Promotion tools POP materials Samples Coupons Trade promotions Rebates Premiums Combination offers Contests Sweepstakes games o Trade Sales Promotion tools POP Trade Allowances Sales training program Sales shows Sponsorships and Event Marketing o Measuring the effectiveness of Promotional Tools o Agency finances Nature of the agency business Sources of income the 15%system and pro-rating Where the money goes Client profitability Financial planning

Model system followed by a leading agency Growing the agency Agency business management New business development Growing with existing clients Growing with new clients Prospecting for new business Speculative pitches

THE PRINCIPLES AND PRACTICE OF DIRECT MARKETING

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Definition and importance of direct marketing Economics of direct marketing Increasingly important role in IMC mix Understanding the DM business Database marketing Relationship marketing Interactive marketing How does marketing vary from other form of marketing Strengths of direct marketing Weakness of direct marketing Stand-alone marketing channel or part of a multi-media strategy Relationship to the total marketing mix Direct marketing strategies Customer level databases and lists and how they are used to profile, segment and prospect (for new) customers Sources and uses of/for electronic data Database marketing on the internet Setting up a database for database marketing Steps in developing a database Managing the database Creating for DM making the message personnel Direct marketing concepts Lifetime value of the customer (LVC) List selection, prospecting Market segmentation Mail order, lead generation, circulation, relationship/loyalty programs, store traffic/site traffic generations Fund raising, pre-selling (cross selling as well as selling-up) and post selling Various direct marketing methods and media Person to person selling Group selling Direct mail Direct response television Direct response print advertising Catalogs Internet Telemarketing

Inserts Videos E-mail Trade shows How traditional media support direct marketing efforts Public relations Future of direct marketing Global direct marketing: the current state and future Barriers preventing more extensive use of database marketing, ethical in DM Consumers relationship management The importance of CRM Studying the customer mix and managing the key customers

CONTEMPORARY ISSUES
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Environmental issues World without borders Global warming, economic and environmental impact Resource use and sustainability Environmental degradation, ozone depletion, pollution, deforestation Universal human Rights- Universal Declaration(1949);Declaration of the right to development(1986);Examining the concept of universal human rights and the individual context Self-determination- Issues of secession; issues of state and antistate violence Population, consumption and sustainability Emancipatory movements Trade union Peasants movements (with global vision) Environmental movements Chipko; Rachel Carsons silent spirit; `72-UN summit on environment Womens movement Homosexual rights The development debate, anti large dam movements, rehabilitation, development choices, peoples involvement Tribal movements State of Polity Decline of law Corruption Nexus between crime and politics Political apathy Authoritarianism by democratic governments Positive discriminations and reservations Communalism Issues of accountability Corporate Bhopal gas tragedy Government accountability