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Prof Vijay Vishwakarma
The Syllabus is taken from University of Mumbai website
Integrated Marketing Communications (IMC) - Concept, Features, Elements, Role of advertising in IMC
Advertising: Concept, Features, Evolution of Advertising, Active Participants, Benefits of advertising to Business firms and consumers.
Classification of advertising: Geographic, Media, Target audience and Functions
Ad Agency: Features, Structure and services offered, Types of advertising agencies , Agency selection criteria
Agency and Client: Maintaining Agency–Client relationship, Reasons and ways of avoiding Client Turnover, Creative Pitch, Agency compensation
Careers in advertising: Skills required for a career in advertising, Various Career Options, Freelancing Career Options - Graphics, Animation, Modeling, Dubbing.
Economic Aspects: Effect of advertising on consumer demand, monopoly and competition, Price.
Social aspects: Ethical and social issues in advertising, positive and negative influence of advertising on Indian values and culture.
Pro Bono/Social advertising: Pro Bono Advertising, Social Advertising by Indian Government through Directorate of Advertising and Visual Publicity (DAVP), Self-Regulatory body- Role of ASCI (Advertising Standard Council of India)
Brand Building: The Communication Process, AIDA Model, Role of advertising in developing Brand Image and Brand Equity, and managing Brand Crises.
Special purpose advertising: Rural advertising, Political advertising-, Advocacy advertising, Corporate Image advertising, Green Advertising – Features of all the above special purpose advertising.
• Trends in Advertising: Media, Ad spends, Ad Agencies, Execution of advertisements