Advertising and Public Relations

Course Code: MKT 326

Credit Hour: 3

Course Group: Specialization Course: Marketing

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An introduction to integrated marketing communication: what is marketing - integrated marketing communications - the promotional mix - promotional management - the IMC planning process. The role of IMC in the marketing process: marketing strategy and analysis - the target marketing process - developing the marketing planning program.

Organizing for advertising and promotion: organizing for advertising and promotion - advertising agencies - agency compensation - evaluating agencies - specialized services.

Perspectives on consumer behavior: an overview on consumer behavior - the consumer decision-making process - the consumer learning process - environmental influences on consumer behavior.

The communication process: the nature of communication - a basic model of communication - analyzing the receiver - the response process - understanding involvement - cognitive processing of communication.

Source, message and channel factors: source factors- source credibility, source attractiveness, source power; Message factors- message structures, message appeals, channel factors- personal versus nonpersonal channels, effects of alternative mass media, effects of context and environment.

Establishing objectives and budgeting for the promotional program: the value of objectives - determining promotional objectives - sales versus communications objectives - problems in setting objectives - establishing and allocating the promotional budget.

Creative strategy: the importance of creativity in advertising - advertising creativity - planning creative strategy - the creative process - creative strategy development - appeals and execution styles - creative tactics - client evaluation and approval of creative network.

Media planning and strategy: an overview of medial planning - developing the medial plan - market analysis and target - establishing medial objectives - developing and implementing medial strategies - evaluation and followup - computers in media planning.

Evaluation of broadcast media: Television- advantages of television - limitations of television - buying television time - network versus spot - methods of buying time - selecting time periods and programs - cable television - measuring the TV audience - Radio - advantages - disadvantages - buying radio time - time classifications - audience information.

Public Relations: The role of Public Relations, Public Relations as Promotional Communication, Public Addressed, The Public Relations Process, Tools of Public Relations, Publicity, Institutional Advertising, Responsibility for public Relations.

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Books Recommended:

George E. Belch & Michael A. Belch, Advertising and Promotion: an integrated marketing communication perspective, TATA McGraw-Hill.

Raghubir Dayal, Peter Zachariah, Kireet Rajpal, Advertising and Promotion Management, Mittal Publications, 1996.

Terence A. Shimp, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, Cengage Learning, 2010.

Advertising Principles, Problems and Cases, Dirksen, Kroeger and Nicosia Richard D. Irwin Inc.