Advertising and Brand Management Notes PDF
Date: 4th Feb 2023
In these “Advertising and Brand Management Notes PDF”, we will equip the students with the nature, purpose and complex constructions in the planning and execution of a successful advertising program. These notes will expose student to issues in brand management, faced by firms operating in competitive markets.
We have provided multiple complete Advertising and Brand Management Notes PDF for any university student of Bachelor of Management Studies (BMS) or Master of Business Administration (MBA) to enhance more knowledge about the subject and to score better marks in the exam. Students can easily make use of all these Advertising and Brand Management Notes PDF by downloading them.
Topics in our Advertising and Brand Management Notes PDF
The topics we will cover in these Advertising and Brand Management Notes PDF will be taken from the following list:
Advertising need and importance; growth of modern advertising; advertising and the marketing mix; types and classification of advertisement; advertising spiral; social and economic aspects of advertising;
Marketing communication models- AIDA, hierarchy of effect, innovation adoption model, action first model, quick decision model; Planning framework of promotional strategy.
Exposure, salience, familiarity, low involvement, central route and peripheral route and cognitive learning; positioning strategies; Associating feelings with a brand; Developing brand personality; creating copy strategies- Rational and emotional approaches; selection of an endorser.
Creative strategy and style- brand image, execution, USP, common touch and entertainment; message design strategy; format and formulae for presentation of appeals (slice of life, testimonials, etc.); different types of copy; art and layout of an advertisement- principles of design, layout stages, difference in designing of television, audio and print advertisement.
Introduction to broadcast and non-broadcast media; Budgeting decision rule- percentage of sales method, objective to task method, competitive parity, and all you can afford; Key factors influencing media planning; Media decisions- media class, media vehicle and media option; Scheduling- flighting, pulsing, and continuous.
Importance and need for sales promotion; planning for consumer schemes and contests; different types of consumer schemes.
Concept of a brand; brand evolution; branding challenges and opportunities; strategic brand management process; Identifying and establishing brand positioning and values.
Brand building, brand positioning and values brand repositioning; Designing and implementing brand strategies; brand extension; brand hierarchy-Kapfrer. Brand equity; brand personality; brand image; managing brands overtime.
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Advertising and Brand Management Reference Books List
We have listed the best Advertising and Brand Management Reference Books that can help in your Advertising and Brand Management exam preparation:
- Batra, R., Myers, J.G., and Aaker, D.A. Advertising Management. Prentice Hall.
- Chunawalla S.A. (2015). Advertising and Sales Promotion Management (6th Edition), Himalaya Publishing House
- Kazmi, S.H.H and Batra, S. (2008), Advertising and Sales Promotion Management (3rd Revised Edition), Excel Books.
- Keller, K.L., Parameswaran, A.M.G. and Jacob, I (2015). Strategic Brand Management: Building, Measuring and Managing Brand Equity (4th Edition). Pearson Education India
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Author: Delhi University