Career opportunities in advertising include openings in private advertising agencies, advertising departments in private or public sector companies.
- Executive account planning
- Dir. Account planning
- Chief creative director
- Executive media director
- Public affairs consultant
- Public relations officer
- Sales promotion accounts – executive
Upon completion the student will be able to able to understand the growth and changing role of advertising industry and the contribution advertising makes to the marketing strategy. Also the students get to know how to plan sales promotion strategy and programmes
Overview of Advertising Management: Introduction, Meaning and Framework of Advertising; Defining Advertising; Role of Advertising in Marketing Mix and Positioning;
Structure of an Advertising Agency: Introduction, Overview of an Advertising Agency; Choosing an Advertising Agency; Departments of an Advertising Agency, Creative department, Media department, Client servicing department, marketing research department; Ancillary Services
Setting Advertising objectives advertising budget: Introduction, Marketing Objectives; Advertising Objectives, Sales-oriented/ Behavioural objectives, Communication-oriented objectives; The DAGMAR Approach to Setting Objectives and Measuring, Advertising Effectiveness, Factors Influencing Budget Setting, Common Budgeting Approaches, Budgeting Methods
Advertising Copy and media planning: Introduction, Advertising Copy, Types of advertising copy; Copy Testing Methods; Visual Strategies, Art department specialists, developing a layout Media Planning: Introduction, Media Objectives; Media Options; Measuring Media Audiences; Media Schedule Decisions; Space and Time Buying; Cost Considerations
Sales Promotion: Introduction, Meaning and Importance of Sales Promotion; Strengths and Limitations of Sales Promotion; Difference between Sales Promotion and Advertising; Tools and Techniques of Consumer Sales Promotion; Trade Promotions; Organising Sales Promotion Campaigns
Sales promotion- requirement identification-requirement of sales promotion campaign-involvement of sales man and dealers- integration promotion- coordination within various promotion techniques.
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