Advertising And Integrated Marketing Communications

E-Book Information

• Year: 2,014

• Edition: 1

• City: New Delhi

• Pages In File: 917

• Language: English

• Topic: 5

• Identifier: 9781259026058,1259026051

• Org File Size: 139,482,207

• Extension: pdf

• 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