Академический Документы
Профессиональный Документы
Культура Документы
Conventional/unconventional
31 drawbacks, push pull strategies 1 4 Kn,
cm
32 Co-operative advertising, Integration 1 4 Kn,
with advertising and publicity cm
33 Public relation/ Publicity:- Meaning, 1 4 Kn,
Objectives, tools of public relations cm
34 Public relation strategies, Goals of 1 4 Kn,
publicity cm
35 Corporate Advertising Role, Types, 1 4 Kn,
Limitations, PR Vs Publicity. cm
36 Monitoring, 1 5 Cm
37 Evaluation. 1 5 Cm,
ap, ev
38 Control 1 5 Ap
39 Measurement in advertising, 1 5 Kn,
cm
40 various methods used for evaluation 1 5 cm
41 Pre-testing, 1 5 cm
42 Various Post testing 1 5 Cm,
43 Case study 1 6 Cm,
ap
44 Global environment in advertising, 1 6 Kn
45 Meaning, need, 1 6 Kn
46 types, issues, 1 6 cm
47 methods, 1 6 cm
48 local advertisement vs global 1 6 Cm,
advertisement, ap
49 barriers 1 6 Cm
50 influence of culture 1 6 Cm
51 Decision areas in international 1 6 Cm,
advertising ap
52 Types of decisions across 1 6 cm
53 External factors & Internal factors 1 6 cm
54 Case study 1 6 Cm,
ap
55 Case study 1 6 Cm,
ap
56 Question paper discussions 1 6 Kn,
cm
Text Books
1. Advertising and Promotions IMC Perspectives: Belch and Belch, 9/e, Tata McGraw
Hill,2012.
2. Advertising & Integrated Brand Promotion - OGuinn, Allen, Semenik, Cenage Learning.
3. Integrated Advertising, Promotion, and Marketing Communications, Clow,
Baack,3/e,Pearson Education, 2007.
4. Integrated Marketing Communications Niraj Kumar, HPH.
Reference Books
1. E-Marketing, Judy Strauss and Raymond Frost, Prentice Hall, 6th Edition, 2013
2. Internet Marketing: Integrating Online and Offline Strategies. M. L. Roberts and Debra
3. Zahay, 3rd edition, Cengage Publishing, 2013
4. Digital Marketing: Strategy, Implementation and Practice, Chaffey D., Ellis-Chadwick,5th
Edition, F., Pearson, 2012.
5. E Marketing The essential guide to online marketing, Rob Stokes, Flat world knowledge,
2010.
Signature of the Faculty