Media Planning & Brand Management

Paper Code: 
JMC 503
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
15.00

Campaign Planning

Developing Media Strategy-the media mix, Factors influencing media

strategy decision.

 

10.00

Types of Advertising and their characteristics

Planning and Designing of Advertisement for various media  

 

10.00

Reach & frequency.

Media briefing, Media scheduling, Media budget

 

10.00

Media Buying functions

New trends

Increasing complexity in Media Buying

 

15.00

Evolution of Brands, Brands & Products, Brand Types

Brand: Perspectives, Extension, Equity, Image, Positioning &Differentiation

Branding Strategies

Brand tools (Name, Logo, Shapes, Graphics, Color, Sounds, Smells, Taste)

 

 

References: 

References:

  1. William B. Goodrich, Jack Z. Sissors, Media Planning Workbook ( 2 Photocopies), NTC Business Books
  2. Jack Z. Sissors, Lincoln Bumba, Advertising Media Planning, NTC Business Books
  3. Larry D. Kelley, Donald W. Jugenheimer, Advertising Media Planning, Prentice Hall of India

 

Academic Year: 
2014-2015
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