I have got some eBooks, notes and study material for the MBA course students. In this thread, I am sharing the study material and notes for the subject Advertising promotions for management.
The attached eBook of Advertising promotions contains self-prepared notes that will help you understand the concepts theories and help you score well in examinations.
The PDF version of the notes is attached for easy download and contains the following topics:
Concepts of Advertising - The Field of Advertising, Introduction, Integrated Marketing Communication, Advertising and its types, Comparative Advertising, case study, communication Models in Advertising
Integrated Advertising Program - Integrated Advertising Program Analysis of Mission & Market Objective Setting & Determining Target Audience, Understanding Segmentation, Positioning, Budget Decision, case study on Budgets
Message and Media - Understanding Message Strategy, Message & Copy in Advertising, Headlines in Print & TV Advertising, Visualization & Layout, AD Appeals, Testimonials & Celebrity Endorsement , Media Types & Decision Types of Media, Media Selection, Media Planning: New Perspective, Media Decision
Understanding Campaigns - Campaign Making, Three Phases of Campaign Creation, Steps of Effective Advertising, Upsetting the applecart in the scooterette category In Style! Case study, Understanding Campaigns
Advertising Organization - Advertising Stake Holders, Advertising Organization, Evolution & History of advertising Agency, The working of AD agencies, Organization Structure of Advertising Department, Interface with other Departments, Functions of Advertising Agency.