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    Advertising and Brand Management: UNIT-1

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    naveen
    This document outlines the course units for a class on advertising and brand management. The units cover topics such as the role of advertising in marketing, types of advertising, brand management, brand equity, developing advertising campaigns, media planning and evaluation. Later units focus on branding concepts like brand personality, image, identity and positioning. Managing brands through creation, extensions, relationships and assessing brands using research are also discussed. The final units address managing brand equity, building brands in different sectors, and developing international brands.

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    Advertising and Brand Management: UNIT-1

    Uploaded by

    naveen
    65 views2 pages
    This document outlines the course units for a class on advertising and brand management. The units cover topics such as the role of advertising in marketing, types of advertising, brand management, brand equity, developing advertising campaigns, media planning and evaluation. Later units focus on branding concepts like brand personality, image, identity and positioning. Managing brands through creation, extensions, relationships and assessing brands using research are also discussed. The final units address managing brand equity, building brands in different sectors, and developing international brands.

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    This document outlines the course units for a class on advertising and brand management. The units cover topics such as the role of advertising in marketing, types of advertising, brand management, brand equity, developing advertising campaigns, media planning and evaluation. Later units focus on branding concepts like brand personality, image, identity and positioning. Managing brands through creation, extensions, relationships and assessing brands using research are also discussed. The final units address managing brand equity, building brands in different sectors, and developing international brands.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    65 views2 pages

    Advertising and Brand Management: UNIT-1

    Uploaded by

    naveen
    This document outlines the course units for a class on advertising and brand management. The units cover topics such as the role of advertising in marketing, types of advertising, brand management, brand equity, developing advertising campaigns, media planning and evaluation. Later units focus on branding concepts like brand personality, image, identity and positioning. Managing brands through creation, extensions, relationships and assessing brands using research are also discussed. The final units address managing brand equity, building brands in different sectors, and developing international brands.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    ADVERTISING AND BRAND MANAGEMENT

    UNIT-1

    Advertising Role in the Marketing Process: Legal Ethical and social Aspects of Advertising.
    Functions and types of advertising. Integrated Marketing communication .Brand management ,
    Brand Image, Brand Equity and Brand Building. Ethics of advertising

    The major players in advertising, Advertising agency, Brand manager, market research firms, ,
    Media, Type of agencies. Structure of an agency and its functions. The process of developing an
    ad

    UNIT-2

    Objective Setting and market Positioning; Dagmar Approach ñ Determination of Target


    Audience and understanding them. Assumptions about consumer behavior an advertiser makes.
    Building of Advertising Programme-Message, Headlines, Copy, Logo, Illustration, Appeal,
    layout Campaign Planning. Creative Strategies. Production and execution of TVCs and print

    Media Planning, Budgeting; Evaluation- Methods . Media buying . Emerging medias and trends.

    Advertising Research. Effectiveness of advertising- methods of measurement. Rationale of


    testing Opinion and Attitude Tests, Recognition, Recall,

    UNIT-3

    Advertising: Its importance and nature; Communication model; Persuasion Process – perception,
    learning and attitude change; Major advertising decisions and influencing factors; Determining
    advertising Objectives and budget.

    Developing Advertising Campaign: Determining advertising message and copy - Headline, body
    copy, logo, illustration and layout; Creative styles and advertising appeals; Media planning –
    media selection and scheduling Advertising through Internet.

    Organisation and Evaluation of Advertising Efforts: In-house arrangements; Using advertising


    agencies – selection, compensation and appraisal of advertising agency; Evaluating Advertising
    Effectiveness. Importance of branding; Basic Branding concepts – Brand personality, brand
    image, brand identify, brand equity and brand loyalty; Product vs. Corporate branding: Major
    branding decisions.

    UNIT-4

    Understanding Brands ñ Branding practices, Brand Manager concept & organisation.


    Module-II: Brand Personality, Brand Image, brand identity, Brand Positioning, Brand Equity;
    Value addition from Branding ñ Brand-customer Relationships, Brand Loyalty and Customer
    loyalty.

    Module-III: Managing Brands; Brand Creation, Brand Extensions Brand-product Relationships,


    important factors in conception and various stages of growth and maturity of brands

    UNIT-V

    Module-IV: Brand Portfolio, brands going international, Assessment of Brands through Research
    ñ Brand identity, Personality Assessment and Change; Brand Revitalization, brand repositioning

    Module-V: Financial Aspects of brands, Branding in Different Sectors: customer, Industrial,


    Retail and Service Brands.

    Identifying and selecting brand name Building brand personality, image and identity; Brand
    positioning and re-launch; Brand extension; Brand portfolio; communication for branding
    Enhancing brand image through sponsorship and even management.

    Managing Brand Equity and Loyalty: Brand Building in Different Sectors - Customers,
    industrial, retail and service brands. Building brands through Internet. Developing International
    Brands: Pre-requisites and process; Country-of-origin effects and global branding; Building
    Indian brands for global market

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