Advertising And Integrated Marketing Communications
E-Book Information
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Year: 2,014
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Edition: 1
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City: New Delhi
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Pages In File: 917
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Language: English
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Topic: 5
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Identifier: 9781259026058,1259026051
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Org File Size: 139,482,207
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Extension: pdf
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Toc: Title
Contents
Part One 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 Study: Marketing the Jan Lokpal Bill
Annexure 1.1: India Against Corruption Movement – Code of Conduct
Annexure 1.2: IAC Guides Citizens in Organizing Public Meetings
Annexure 1.3: 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
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Endnotes
Part Two The IMC Programme Situational Analysis
3. Understanding Consumer Behaviour
3.2 The Buying Decision Process
3.3 Alternative Buying Decision Processes
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Tata Nano: Did it Read the Consumer Right?
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
Case Study: Hero Motocorp takes a forward leap with ‘Hum mein hai Hero’
Annexure 4.1: Lyrics of the ‘Hum mein hai Hero’ song
Endnotes
5. The World of Marketing Communication Agencies
5.1 Introduction to Marketing Communication Agencies
5.2 Players in the Communication World
5.3 Advertising Agencies
5.4 Specialized Services
Summary
Exercise
Suggested Class Project
Critical Thinking Questions
Case Study: Hummingbird Advertising Agency
Endnotes
Part Three Advertising
6. Advertising Research and Strategy
6.1 Fundamentals of an Advertising Campaign
6.2 The Research Process
6.3 Common Errors in Research
6.4 Spelling Out the Strategy
6.5 Choice of Strategic Approaches
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Tata Salt
Endnotes
7. Finding the Big Idea
7.1 What is a ‘Big Idea’?
7.2 Getting Creative to Find the Big Idea
7.3 Brainstorming for Creative Ideas
7.4 Some More Creative Techniques
Summary
Exercise
Suggested Class Projects
Critical Thinking Question
Case Study: Tata Salt (Part II)
Endnotes
8. Creative Execution in Advertising
8.1 Creative Execution of the Big Idea
8.2 Bringing Creativity in Ad Execution
8.3 Preparing a Creative Brief
8.4 Creative Execution Elements
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Tata Salt (Part III) (…Continued from Chapter 7)
Annexure 8.1: Celebrity Support in Execution: Make Hay while the Stars Shine
Endnotes
9. Creative Execution and Design in Print
9.1 The Print Medium
9