Advertising and Promotion

Learning Outcomes

On successful completion of this course, students will be able to: Define IMC and recall consumer behaviour theory; Explain essentials of the advertising and promotion; Apply media support; Analyse the IMC program; Create strategy and combine the IMC aspect.

Topics

1. Introduction to Integrated Marketing Communications
2. Perspective on Consumer Behavior
3. The Communication Process
4. Source, Message, and Channel Factors
5. Direct Marketing
6. Support Media
7. Print Media
8. Broad Cast Media
9. The Internet and Interactive Media
10. Media Planning and Strategy
11. Public Relations, Publicity, Corporate Advertising
12. Sales Promotion; Personal Selling
13. The Effectiveness of The Promotional Program
14. The Effectiveness of The Promotional Program
15. International Advertising and Promotion
16. The Social, Ethical and Economic Aspects of Advertising and Promotion
17. Creative Strategy: Planning and Development
18. Creative Strategy: Planning and Development A Basic Model Communication
19. Establishing Objectives and Budgeting for IMC Program