INTEGRATED MARKETING COMMUNICATION STRATEGY
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INTEGRATED MARKETING COMMUNICATION STRATEGY SOLVED PAPERS AND GUESS
Product Details: Guru Jambheshwar University of Science & Technology Hisar INTEGRATED MARKETING COMMUNICATION STRATEGY
Format: BOOK
Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM
Publisher: MEHTA SOLUTIONS
Edition Description: 2021-22
RATING OF BOOK: EXCELLENT
ABOUT THE BOOK
FROM THE PUBLISHER
If you find yourself getting fed up and frustrated with other Guru Jambheshwar University of Science & Technology Hisar book solutions now mehta solutions brings top solutions for Guru Jambheshwar University of Science & Technology Hisar INTEGRATED MARKETING COMMUNICATION STRATEGY contains previous year solved papers plus faculty important questions and answers specially for Guru Jambheshwar University of Science & Technology Hisar .questions and answers are specially design specially for Guru Jambheshwar University of Science & Technology Hisar students .
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- Case studies solved
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FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS
INTEGRATED MARKETING COMMUNICATION STRATEGY
UNIT-I
The growth of advertising and promotion, the evolution of IMC and a contemporary perspective, Promotional Mix: a tool for IMC, Analysis of the communication process, Role of IMC in the marketing process, Developing Marketing Planning Program, Role of Advertising and Promotion.
UNIT-II
Participants in the IMC process: The clients Role, Role of advertising agencies, Types of Ad agencies, Agency compensation, evaluating agencies; An Overview of Consumer Behavior: Consumer decisionmaking process, Environmental influences on consumer behavior, Alternate approaches to consumer
behavior
UNIT-III
Analyzing the communication process: A basic model of Communication, cognitive response approach, elaboration likelihood model; Source message and channel factors; Objectives and budgeting for IMC programs: Establishing objectives and budgeting for promotional programs; DAGMAR: An approach to setting objectives, problems in setting objectives, Establishing and allocating the promotional budget; Developing the IMC program: Creative Strategy: Planning & development, Implementation and evaluation.
UNIT-IV
Media planning and Strategy: Developing the media plan, Establishing media objectives, Developing and implementing media strategies, Evaluation and follow-up; Evaluation of media: television & Radio, Evaluation of Print Media: Support Media, Direct Marketing, Direct Selling, The internet and interactive media, sales promotion, public relation, publicity and corporate advertising. Measure the effectiveness of the promotional program. International advertising and promotion, regulation of advertising and promotion, evaluating the social, ethical and economic Aspects of advertising and promotion
