MS-68 Management of Marketing Communication and Advertising

This title is printed to order. This book may have been self-published. If so, we cannot guarantee the quality of the content. In the main most books will have gone through the editing process however some may not. We therefore suggest that you be aware of this before ordering this book. If in doubt check either the author or publisher’s details as we are unable to accept any returns unless they are faulty. Please contact us if you have any questions.

MS-68 Management of Marketing Communication and Advertising

Block-1 Marketing Communication and Advertising-Basic Concepts

Unit-1 Marketing Communication Process

Unit-2 Communication-Key Behavioural Concepts

Unit-3 Indian Media Scene

Block-2 Advertising Campaign Planning and Execution

Unit-4 Planning Communication Strategy

Unit-5 Advertising Campaign Planning-Strategic

Consideration, Creative Consideration

Unit-6 Advertising Creativity Campaign Planning and Execution

Unit-7 Advertising Research - Role and Trends

Unit-8 Measuring Advertising Effectiveness Definitions and

Techniques

Block-3 Media Planning Concepts

Unit-9 Media Concepts, Characteristics and Issues

in Media Planning

Unit-10 Media Selection, Planning and Scheduling.........................................61

Unit-11 Internets as an Emerging Advertising Medium....

Block-4 Marketing Communication Form

Unit-12 Managing Sales Promotion

Unit-13 Direct Marketing

Unit-14 Publicity and Public Relations

Unit-15 Social Marketing Communication

Block-5 Strategies for Advertising Agencies

Unit-16 Functions and Structure of Ad Agency

Unit-17 Managing Client Agency Relationships

Unit-18 Strategies for Account Management

Unit-19 Legal and Ethical Issues in Advertising

Question Papers

(1)June-2020

(2) December-2020

(3) June-2021

(4) December-2021