Semester 6

Posted on 28 January 2010 by BMMBoxer

T.Y.B.M.M. ADVERTISING Semester VI

  1. 1. ADVERTISING AND MARKETING RESEARCH

  • Fundamental Marketing Research Skills:
    • Research techniques
    • Sampling methods
    • Research Design
    • Steps in the Research Process
    • Questionnaire Development
    • Report writing
    • Data analysis
  • Product research
    • New product research
    • Product specifications
    • Branding research
    • Pricing research
    • Packaging research
    • Product testing
    • Comparison tests
    • Analysis of trends, competition
    • Searching for and analyzing the competitive advantages
    • Advertising Content Analysis
  • Copy research
    • Objectives and product appeals
    • Creative strategy research
    • Message element selection
    • Consumer attitude and usage studies
    • Concept testing
    • Name testing
    • Slogan testing
  • Copy testing – different measures and methods
    • Few association tests
    • Direct questioning
    • Direct mail tests
    • Statement – comparison tests
    • Qualitative interviews
    • Focus groups moderating
    • Motivational research
    • Rating Scales
    • Steps
    • Importance
  • The strengths and weaknesses of different qualitative methods used to help inspire ideas
  • Criteria of validity sensitivity, stability, reproducibility, predictability.
  • Test results as aid to creative judgment
  • Pretesting
    • Pretesting objectives
    • Variables evaluated markets, consumers’ motives, messages, media
  • Print Pretesting
  • Broadcast Pretesting
    • Trailer tests
    • Theatre tests
    • Live telecast tests
    • Clutter tests
    • Television storyboard Pretesting
    • Radio commercial pretesting
  • Projective techniques
    • Consumer jury
    • Matched samples
    • Word Association
    • Completion
    • Consultation
  • Challenges to pretesting e.g. The Halo Effect
  • Data interpretation and presentations
  • Physiological rating scales
    • Pupil metric devices
    • Eye-movement camera
    • Galvanometer
    • Voice pitch analysis
    • Brain pattern analysis
  • Post testing
    • Measuring advertising effectiveness
    • Attitude change
    • Recognition test
    • Aided recall
    • Unaided recall
    • Sales tests
    • Inquiry tests
    • Measurements of perception, communication, influence
    • Customer satisfaction research
    • Using qualitative research in advertising

2. LEGAL ENVIRONMENT AND ADVERTISING ETHICS

  • Advertising and the law
    • Need for self regulation
    • Introduction to MRTP act
    • Introduction to ASCI and AAAI code of conduct
    • The standard contract between the agency and the advertiser
    • Self regulation by individual agencies
    • Drug and cosmetics act
    • Drugs and magic remedies (objectionable advertisement) act
    • Copyright act
    • Pharmacy act
    • Prize and competition act
    • Emblems and names (prevention of improper use) act
    • Obscenity act
  • Ethical Issues in advertising
    • Puffery
    • Taste in advertising general guidelines
    • Advertising directed at cultural and religious minorities
    • Advertising to children
    • Use of women in advertising
    • Portraying minorities and women in ‘traditional’ roles and occupations
    • Depiction of old people
    • Stereotyping ethnic and racial
    • Advertising controversial products; alcohol. Tobacco, contraceptives
    • Manipulation of research in advertising
  • Deceptive and Unfair trade Practices
    • False promises
    • Incomplete description
    • False comparisons
    • Misleading comparisons
    • Bait-and-switch offers
    • Visual distortions
    • False testimonials
    • Partial disclosures
    • Small print clarification
  • Case studies of select ads that violate legal and ethical concerns
  • Consumer guidance and concerns
    • Consumer protection act 1986
    • Essential commodity act
    • Standard of weights and measures act
    • Packaged commodities act
    • Prevention of food adulteration act
    • AGMARK, ISI
    • Role of PDS and consumer co-operatives
  • Consumer forums
    • CGSI, CFBP, CERC, Grahak Panchayats
  • Social criticism of advertising
    • Increasing the prevalence of materialism
    • Creating artificial needs
    • Idealizing the ‘good life’ stressing conformity with others
    • Encouraging instant gratification and a throwaway society
    • Promoting the good of the individual over the good of the society
    • Creating unrealistic ‘ideal’ characterizations
    • Using appeals that prey on feelings of inadequacy
  • Social responsibilities of Advertising

Advertising as a molder of thought, opinion and values

  • Critique of advertising
    • A study of Vance Packard
    • A study of Jean Kilbourne

3. FINANCIAL MANAGEMENT FOR MARKETING AND ADVERTIZING

  • Costing of decision making
    • Costing classification and allocation
    • Nature of cost
    • Historical and future costs
    • Cost classification in manufacturing firms
    • Cost concepts for planning and control (relevant costs)
  • Cost-volume profit analysis and operating leverage
    • Break-even analysis
    • Operative leverage
    • Use of cost-volume-profit for decision-making
  • Profit Planning: A Budgetary approach
    • Meaning and purpose of budgeting
  • Financial Management
    • Financial management and goals
    • Objectives
    • Functions and scope
    • Evolution
    • Interface with other functional area
  • Time value of money
    • Why money has time value
    • Basic concepts
    • Risk and returns
  • Fundamentals of capital budgeting
    • The capital budgeting process
    • Evaluation techniques
    • Net present value
    • Internal rate of return
  • Financial statement analysis
    • P/L, A/c, B/s, vertical analysis
    • Radio analysis
    • Time series analysis
  • Estimation of working capital needs
    • Objectives of working capital needs
    • Factors offering composition of working capital
    • Operating cycle approach to working capital
  • Sources of long term finance
    • Equity capital
    • Preference capital
    • Debenture capital
    • Term loans
    • Deferred credit
    • Government subsidies
    • Leasing and hire purchases

4. AGENCY MANAGEMENT

  • Objectives:
  • To expose students to the business of advertising.
  • To familiarize students with the different aspects of running an ad agency.
    • 1. Account management : Structure of an ad agency, functions of different departments, types of ad agency
    • Role of account planning
    • Account planning systems
    • Attributes of a good Account Planner
  • 2. Client servicing
    • Characteristics of services
    • 7 P’s of services
    • Gap Model
    • Stages in client-agency relationship
    • Issues in client servicing
    • Understanding the clients business, key success factors, business mode
    • Key success factors
    • Business model
    • Understanding client behavior
    • Understanding communication tasks
    • Conflict resolution accountability
    • Negotiation process
  • 3. Marketing plan of the client
    • Understanding client’s marketing strategy
    • Outlining Marketing problem/opportunity
    • Marketing objectives as stated by the client
      • Profit objective
      • Sales and market share objective
      • Setting advertising objective
    • STP
    • Constraints on strategy formulation and implementation
    • Setting evaluation criteria
  • 4. Agency Finances
    • Sources of income
    • Expenditure heads of an agency
    • Modern systems of financial planning followed by leading agency
  • Setting objectives
    • Profit objectives
    • Sales and market share objectives
    • Setting the overall advertising and promotion budget
    • Setting evaluation criteria
  • 5. Client’s evaluation of the agency
  • Areas of evaluation
    • Expertise
    • Objectivity
    • Dedication
    • Staffing and Management
  • 6. Setting up an Agency
    • Nature of agency business
    • Stages in setting up a new business
      • Concept development
      • Environmental scanning
      • Market feasibility
      • Financial feasibility
      • Making a business plan
    • 7. Growing the Agency
      • Agency Business Management
      • New Business Development
        • CRM ( Customer relationship management)
        • Digital advertising
      • Growth with existing clients
      • Growth with new clients
      • Speculative Pitches
    • 8. Sales Promotion Management
      • Importance and role in marketing
      • Promotional objectives
      • Profit objectives
      • Market share objectives
      • Trade, retail and consumer promotion
      • Consumer Franchise-building versus Non franchise-Building Promotion
      • Consumer Sales Promotion tools
        • POP materials
        • Samples
        • Coupons
        • Trade promotions
        • Rebates
        • Premiums
        • Combination offers
        • Contests
        • Sweepstakes
        • games
      • Trade Sales Promotion tools
        • POP
        • Trade Allowances
        • Sales training program
        • Sales shows
        • Sponsorships and Event Marketing
      • Measuring the effectiveness of Promotional Tools

      5. THE PRINCIPLES AND PRACTICE OF DIRECT MARKETING

      • Definition and importance of direct marketing
      • Economics of direct marketing
      • Increasingly important role in IMC mix
      • Understanding the DM business
        • Database marketing
        • Relationship marketing
        • Interactive marketing
        • How does marketing vary from other form of marketing
        • Strengths of direct marketing
        • Weakness of direct marketing
        • Stand-alone marketing channel or part of a multi-media strategy
        • Relationship to the total marketing mix
      • Direct marketing strategies
        • Customer level databases and lists and how they are used to profile, segment and prospect (for new) customers
        • Sources and uses of/for ‘electronic’ data
        • Database marketing on the internet
        • Setting up a database for database marketing
        • Steps in developing a database
        • Managing the database
        • Creating for DM making the message personnel
      • Direct marketing concepts
        • Lifetime value of the customer (LVC)
        • List selection, prospecting
        • Market segmentation
        • Mail order, lead generation, circulation, relationship/loyalty programs, store traffic/site traffic generations
        • Fund raising, pre-selling (cross selling as well as selling-up) and post selling
      • Various direct marketing methods and media
        • Person to person selling
        • Group selling
        • Direct mail
        • Direct response television
        • Direct response print advertising
        • Catalogs
        • Internet
        • Telemarketing
        • Inserts
        • Videos
        • E-mail
        • Trade shows
        • How traditional media support direct marketing efforts
        • Public relations
      • Future of direct marketing
        • Global direct marketing: the current state and future
        • Barriers preventing more extensive use of database marketing, ethical in DM
      • Consumer’s relationship management
        • The importance of CRM
        • Studying the customer mix and managing the key customers

      6. CONTEMPORARY ISSUES

      • Environmental issues
        • World without borders
        • Global warming, economic and environmental impact
        • Resource use and sustainability
        • Environmental degradation, ozone depletion, pollution, deforestation
      • Universal human Rights- Universal Declaration(1949);Declaration of the right to development(1986);Examining the concept of ‘universal’ human rights and the individual context
      • Self-determination- Issues of secession; issues of state and antistate violence
      • Population, consumption and sustainability
      • Emancipatory movements
        • Trade union
        • Peasants movements (with global vision)
        • Environmental movements Chipko; Rachel Carson’s silent spirit; `72-UN summit on environment
        • Women’s movement
        • Homosexual rights
        • The development debate, anti large dam movements, rehabilitation, development choices, people’s involvement
        • Tribal movements
      • State of Polity
        • Decline of law
        • Corruption
        • Nexus between crime and politics
        • Political apathy
        • Authoritarianism by democratic governments
      • Positive discriminations and reservations
      • Communalism
      • Issues of accountability
        • Corporate Bhopal gas tragedy
        • Government accountability
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