Course info

Course Outcomes:

1. To make students learn about various means of marketing communication and its
   effectiveness.
   2. To make students understand the importance of marketing communication in
   marketing.
   3. To help them study the measurement of effectiveness of advertisement
   4. To make them understand the ethics in advertising.
   
   Syllabus Contents:
   Unit 1: Meaning, Evolution of IMC----Role of IMC in Marketing --- Establishing
   Objectives and Budgeting: Determining Promotional Objectives, Sales vs.
   Communication Objectives, DAGMAR, Problems in Setting Objectives, Setting
   Objectives for the IMC Program
   
   Unit 2: Elements of IMC
   1. Sales Promotion Different Types of Sales Promotion, Advantages and
   Disadvantages.
   2. Public Relation and Publicity Types of PR, Advantages and Disadvantages,
   Types of Publicity.
   3. Direct Marketing Features, Advantages and Disadvantages.
   4. Personal Selling Features, Advantages and Disadvantages.
   5. Advertising Features, Advantages and Disadvantages
   
   Unit 3:Advertising
   1. Advertising Media---Print, Electronic, Broadcast, outdoor, direct mail, transit,
   and digital media. Advantages and disadvantages
   2. Advertising Agencies Function Types In-house Agencies Direct
   Response Agencies Sales Promotion Agencies PR Firms Interactive
   Agencies Advertising Agency Structure Client-Agency Relationship Agency
   Selection Agency Compensation
   
   Unit 4: 1. Advertising budget: Meaning, Types of advertising budgets
   2. Measuring Effectiveness of Advertisement.
   Ethics in advertising.