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Dear All,

Following are the End Term Exam Details:

 Marketing
 Marketing Mix
 Promotion
 Promotion Mix: Advertising, Sales Promotion, Public Relations, Personal
Selling, Direct Marketing
 IMC
 Advertising is mass communication/ marketing communication
 Advertising Definition
 Advertising objectives: Informative, Persuasive, Reminder. Objectives related
to PLC
 Role of Advertising in marketing mix
 Types of Advertising: national, local, global, consumer, industrial, trade,
professional, service, public service, primary & selective demand, institutional,
classified
 Role of Advertising : Advantages & Disadvantages of Advertising (Is
advertising a boon or a bane)
 Identify the publics for PVR Cinemas; Develop a PR plan for the identified
set of publics.
 DAGMAR Approach
 Assignment / Project (s) Allocation
 Structure of an ad agency: Acct Mgmt, Creative, Media Planning, Research
 Types of ad agencies: Full service, creative Boutiques, Media Services, La
Carte
 Agency Compensation: 15% commission, Mark up / Cost plus, Performance
fee, Fee Based/ Fee Arrangement
 Case Study: Hutch Delhi Half Marathon Phir Se
 AIDA Model ; Hierarchy of effects model,
 Developing an Advertising Programme: Identifying & analyzing target
audience, advertising objectives, advertising platform, advertising appropriation,
media plan (media scheduling, reach, frequency), creative message, execute
campaign, advertising effectiveness
 Advertising Message & Creative Strategy: Cognitive, Affective & Conative,
generic, preemptive, USP, comparative, Resonance, Emotional, Action -inducing.
Appeals & Execution Style, Rational, Emotional, Advertising execution technique
(Slice of life, demonstration, testimonial, animation, dramatization)
 Creative Tactics: Print ( headline, subheadline, body copy, visual elements,
layout)
 Sales Promotion: Objectives, Reasons for increase in sales promotion,
Consumer sales promotion tools, Trade oriented sales promotion tools
 Terms used in Advertising Industry (Copy, Layout etc.)
The above mentioned topics can be studied from any book.

Chapters to be studied

Chapter 3 : IMC
Chapter 4: Setting goals and Objectives; DAGMAR Approach
Chapter 12: Creative Approaches
Chapter 13: Art of Copywriting
Chapter 14: Advertising Copy Testing & Diagnosis
Chapter 16: Media Strategy: Setting media Budgets
Chapter 17: Allocating Media Budgets
Chapter 17: Media Tactics
Text Book: Advertising Management
By Batra, Myers and Aaker