Table of Contents

SECTION ONE: ADVERTISING; Part-1; Introduction to Advertising and a Brief History/Advertising Classification, Functions and Benefits/Economic, Social, and Ethical Issues/Client and Advertising Agency; Part-II; Marketing Communications/Source, Message, and Medium Factors/Consumer Behaviour. Perspective/Advertising Response Process (How Advertising Works)/Attention, Comprehension and Recall; Part-III; Segmentation and Positioning/Brand Awareness, Brand Attitudes and Feelings/Brand Equity, Image and Personality/Advertising Objectives and Budget Allocation; Part-IV; Media Planning and Strategy/Media Evaluation/Support Media/Internet; Part-V; Creative Strategy - Planning and Development/Creative Strategy - Execution and Evaluation/Planning Advertising Campaign /Advertising Research; SECTION TWO: SALES PROMOTION; Part-VI; Sales Promotion/Sales Promotion and Consumer Behaviour and How Promotions Affect Sales/Sales Promotion - Objectives and Budget Allocation/Sales Promotion - Design Issues, Planning Guidelines and Evaluation; Part VII; Sales Promotion - Tools and Techniques.