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Year: 2,009
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Edition: 1
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City: New Delhi
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Pages In File: 1,018
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Language: English
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Topic: 5
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Identifier: 9780070080317,0070080313
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Org File Size: 110,163,843
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Extension: pdf
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Toc: Cover Contents Section 1 UNDERSTANDING INTEGRATED MARKETING COMMUNICATION 1. An Introduction to Integrated Marketing Communications 1.1 Understanding Marketing 1.2 Understanding Marketing Communication 1.3 Integrated Marketing Communication Summary Exercise Suggested Class Projects Critical Thinking Questions Case: Cadbury Manages a Crisis with Integrated Marketing Communications Appendix 1.1: History of Advertising in India Endnotes 2. IMC as An Integral Part of Marketing 2.1 The Marketing Strategy 2.2 The Marketing Mix Strategies 2.3 Integrating IMC in the Marketing Mix Summary Exercise Suggested Class Projects Critical Thinking Questions Case: VIP remains a leader' Ka! Bhi, Aaj Bhi, Ka! Bhi' with Strategic Changes Endnotes Section 2 THE IMC PROGRAMME SITUATIONAL ANALYSIS 3. Understanding Consumer Behaviour 3.1 Factors Influencing Buyer Behaviour 3.2 The Buying Decision Process 3.3 Alternative Buying Decision Processes Summary Exercise Suggested Class Projects Critical Thinking Questions Case: Preethi Meets Venkat Through Shaadi.Com Endnotes 4. Understanding the Communications Process 4.1 What is Communication? 4.2 Communication Response Hierarchy 4.3 Consumer Involvement 4.4 Processing Communications Cognitively Summary Exercise Suggested Class Projects Critical Thinking Questions Endnotes 5. Structure of the Advertising and Promotions World 5.1 Integrated Marketing Services 5.2 Players in the Advertising World 5.3 Centralised versus Decentralised Agencies 5.4 The Advertising Agency 5.5 Specialised Services Summary Exercise Suggested Class Projects Critical Thinking Questions Case: Deshi Advertising Agency Endnotes Section 3 Advertising 6. Research: A Strategic Advertising Tool 6.1 Research: A Strategic Advertising Tool 6.2 The Research Process 6.3 Common Errors in Research Summary Exercise Suggested Class Projects Critical Thinking Questions Endnotes 7. Advertising Strategy 7. 1 Fundamentals of an Advertising Campaign 7.2 Spelling out the Strategy: Alternative Formats for the Strategy Statement 7.3 Choice of Strategic Approaches Summary Exercise Suggested Class Projects Critical Thinking Questions Case: Tata Salt (part I) Endnotes 8. Finding the Big Idea 8.1 What is a 'Big Idea'? 8.2 Getting Creative to Find the Big Idea 8.3 Brainstorming for Creative Ideas 8.4 Some More Creative Techniques Summary Exercise Suggested Class Projects Critical Thinking Questions Case: Tata Salt (part II) Endnotes 9. Creative Execution in Advertising 9.1 Creative Execution of the Big Idea 9.2 Bringing Creativity in Ad Execution 9.3 Preparing a Creative Brief 9.4 Creative Execution Elements 9.5 Celebrity Support in Execution: Make Hay while the Stars Shine Summary Exercise Suggested Class Projects Critical Thinking