DMC 322 Integrated Marketing Communication

Meaning and Role of IMC in Marketing Process, One Voice Communication vs IMC, Introduction to IMC tools - Advertising, Sales Promotion, Publicity, Public Relations, and Event Sponsorship, Advertising Agencies: Operation and Role

Understanding Communication Process: Source, Message and Channel. Hierarchy of Effect Model, Innovation Adoption Model, Information Processing Model, Standard learning Hierarchy, Attribution Hierarchy, Low Involvement Hierarchy

Consumer Involvement, Elaboration Likelihood (ELM) Model, The Foote, Cone and Belding (FCB) Model. Planning for Marketing Communication, Setting Communication Objectives, Sales as Marketing Communication Objective 

Developing the Integrated Marketing Communication Programme, Planning and Development of Creative Communication, Creative Strategies in Advertising, Sales Promotion, Publicity, Event Sponsorships etc.

Creative Strategy in Implementation and Evaluation of Marketing Communication, Types of Appeals and Execution Styles, Media Planning and Selection Decisions- Steps Involved and Information Needed for Media Planning, Measuring Effectiveness of all Promotional Tools and IMC