FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

Marketing Research


UNIT-I
Introduction – Concept of marketing communication, marketing communication mix, factor affecting marketing
communication mix, drivers of integrated marketing mix; models of marketing communication – Blade Box
Model, AIDAS model, Lavidge Steiner model, DAGMAR model, PCB model; marketing communication
planning process
UNIT-II
Managing the Marketing Communication Process – Analysis of promotional opportunities, concepts of
segmentation and target marketing, promotional strategy of formulation and competitive positioning,
determination of promotional objectives, deciding promotional appropriation, integrating marketing
communication programme, commissioning and contracting external resources
UNIT-III
Advertising and Media Planning – Advertising plan, creative strategy, advertising appeal, creative formats, stages
of creative strategy – idea generation, copy writing, layout, copy testing and diagnosis; media planning –
traditional and contemporary media; media objectives – reach, frequency, cost etc.; media strategy, media
scheduling, media planning models, key issues in advertising – comparative advertising, web advertising;
advertising agency – functions and types, outdoor advertising
UNIT-IV
Wider Issues and Dimensions – Sales promotions, personal selling, direct marketing, public relations, publicity
and corporate advertising, unconventional promotional media, marketing communication budgeting, measuring
promotional performance, global marketing communication, legal and ethical issues in integrated marketing
communication