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MS-68 Management of Marketing Communication and Advertising
Block-1 Marketing Communication and Advertising-Basic Concepts
Unit-1 Marketing Communication Process
Unit-2 Communication-Key Behavioural Concepts
Unit-3 Indian Media Scene
Block-2 Advertising Campaign Planning and Execution
Unit-4 Planning Communication Strategy
Unit-5 Advertising Campaign Planning-Strategic
Consideration, Creative Consideration
Unit-6 Advertising Creativity Campaign Planning and Execution
Unit-7 Advertising Research - Role and Trends
Unit-8 Measuring Advertising Effectiveness Definitions and
Techniques
Block-3 Media Planning Concepts
Unit-9 Media Concepts, Characteristics and Issues
in Media Planning
Unit-10 Media Selection, Planning and Scheduling.........................................61
Unit-11 Internets as an Emerging Advertising Medium....
Block-4 Marketing Communication Form
Unit-12 Managing Sales Promotion
Unit-13 Direct Marketing
Unit-14 Publicity and Public Relations
Unit-15 Social Marketing Communication
Block-5 Strategies for Advertising Agencies
Unit-16 Functions and Structure of Ad Agency
Unit-17 Managing Client Agency Relationships
Unit-18 Strategies for Account Management
Unit-19 Legal and Ethical Issues in Advertising
Question Papers
(1)June-2020
(2) December-2020
(3) June-2021
(4) December-2021
