Media Planning & Brand Management

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

This course will enable students to understand the concept and process of Media planning and Brand Management.

15.00
Unit I: 

Campaign Planning

Developing Media Strategy-the media mix, Factors influencing media

strategy decision.

10.00
Unit II: 

Types of Advertising and their characteristics

Planning and Designing of Advertisement for various media

10.00
Unit III: 

Reach & frequency.

Media briefing, Media scheduling, Media budget

10.00
Unit IV: 

Media Buying functions

New trends

Increasing complexity in Media Buying

15.00
Unit V: 

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: 
  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: 
2015-2016
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