- To learn advertising strategy and formulate budget
- Understand ethical aspects in advertising
- Familiarize online portals in advertising
- Unit 1: Advertising (10 hours)Concept, objectives, setting the advertising budget, developing advertising strategy,evaluating advertising effectiveness and return on advertising investment.Unit 2: Customer data bases and direct marketing (10 hours)
Direct-mail marketing, catalog marketing, telephone marketing, direct response
television marketing, kiosk marketing, new digital direct marketing technologies.
On-Line marketing – online marketing domains, setting up an online marketing presence, the promise and challenges of online marketing.
Unit 3: Ethical Issues in Advertising (10 hours)
Ethics in advertising – Misleading and surrogate advertising; Advertising regulatory
bodies in India.