MBA 034 : CONSUMER BEHAVIOR & MARKETING COMMUNICATION Max. Hours : 40 UNIT I (8 Sessions) Introduction: Defining consumer Behaviour, Reasons for Studying Consumer Behaviour, Understanding Consumer and Market Segments, Environmental Influences on Consumer Behaviour: Culture, Subcultures, Social Class, Reference Group and Family Influences, Personal Influences and Diffusions of Innovations. UNIT II (8 Sessions) Individual determinants of Consumer Behaviour, Motivation, Personality and
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key of marketing mix. (Product, Price, Place, Promotion.) In every organizations, promotion or marketing communication is one of the most important of marketing management to drive organization to grow, increase brand value, develop communication to customers and this segment interact with customers. In recent years, marketing communication has grown for many reasons because of organizations are developing their marketing efficiently. Role of marketing communication Marketing communications connect
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1. What is Marketing? 2. Marketing Mix 3. Advertising 4. Ethics in Advertising and self Control. 5. Marketing Scenario in India at Present. 6. Aims and Objectives of the study 7. Significance and Relevance of the study 8. Definitions 9. Hypotheses of the study 10. Assumptions of the study 11. Limitations of the study 7 CHAPTER – I INTROUDCTION The present study is titled “ Study of Advertising Standards Council of India (ASCI) and its role in curbing unethical marketing communication with specific
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........... The first definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[1] The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide
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Elements of a Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance Marketing Mix • The four Ps Product Price Place Promotion The Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Model of the IMC Planning Process Review of marketing plan Analysis
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MARKETING COMMUNICATIONS To Caroline, Arthur, Dan and Becky MARKETING COMMUNICATIONS JOHN EGAN Australia G Canada G Mexico G Singapore G Spain G United Kingdom G United States Marketing Communications John Egan Publishing Director John Yates Production Editor Lucy Mills Typesetter Newgen, India Text Design Design Deluxe Ltd, Bath, UK Publisher Jennifer Pegg Manufacturing Manager Helen Mason Production Controller Maeve Healy Printer Rotolito
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integrated marketing communication Philip J. Kitchen and Inga Burgmann INTRODUCTION Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phelps and Johnson,
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Introduction to Advertising CW1 1. Use examples of recent advertisements to explain the role and functions of advertising. What is Advertising? It is a monetary and non-monetary form of persuading the audience through communication that uses: “Non-personal mass media – as well as other forms of interactive communication – to reach mass audiences to connect an identified sponsor with a target audience” (Wells, Moriarty, and Burnett)
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efinition of Advertising Published: Tue July 24th, 2007 By: ugochukwu magnus Category: Marketing ver the years, advertising has been given various definitions by different scholars. Etymologically, the word 'advertising' is derived from the latin word ' ad vetere' which means 'to draw attention'. It is all about drawing a person's attention to buy a product or seek for service. This is why Hart and O'Connor in Eluwa (1999) defines advertising as the action of calling something to the attention
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Unit 18: Advertising and Promotion in Business LO1: Understand the scope of marketing communications 1.1 explain the communication process that applies to advertising and promotion The communication process specific for advertising is known as Advertising Communication Model. There are following stages in this communication process which include, the sender presents the idea and what he wants to accomplish (to an advertising agency), encodes the idea as a message in advertising media,
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