Advertising and Brand Management
W1_M1_An Introduction to Advertising
W1_M2_Milestones in Development of Modern Advertising
W2_M3_Classification & Types of Advertising - Advertising Spiral
W2_M4_Social & Economic Aspects of Advertising Marketing Communication Model - AIDA
W3_M5_Advertising Communication Models – Dagmar, Hierarchy of Effect, Innovation Adoption Model andInformation Processing Model
W3_M6_Planning Framework of Promotional Strategy
W4_M7_How Advertising Works (Part-1)
W4_M8_How Advertising Works (Part-2)
W4_M9_How Advertising Works (Part-3)
W5_M10_How Advertising Works (Part-4)
W5_M11_How Advertising Works (Part-5)
W5_M12_How Advertising Works (Part-6)
W6_M13_Broadcast and Non-Broadcast Media
W6_M14_Budgeting Decision Rulein Media Planning and Scheduling
W6_M15_Objective to Task Method and Competitive Parity Methods in Media Planning and Scheduling
W7_M16_Factors Influencing Media Planning- Class, Vehicle & Option
W7_M17_Media Scheduling: Flighting, Pulsing and Continuous
W7_M18_Contemporary Trends in Media
W8_M19_Management of Sales Promotion: Importance and Needs for Sales Promotion
W8_M20_Planning for Consumer Schemes and Contests, Different types of Consumer Schemes
W8_M21_Sales Promotion in International Market
W9_M22_The Concept of Product, Brand & Branding
W9_M23_Brand Evaluation, Branding Challenges and Opportunities
W9_M24_Strategic Brand Management Process
W10_M25_Identifying and Establishing Brand Positioning and Values
W10_M26_Brand Building - Developing a Brand
W10_M27_Designing and Implementing Brand Strategies
W11_M28_Sustaining the Brand
W11_M29_Managing Brands Overtime
W11_M30_Integrating Advertising and Brand Management
W12_Examination
