Advertisement& Brand Management

Paper Code: 
MJD 223
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

1.      Impart knowledge Advertisement & Brand Management in jewellery industry.

Identify the competition in the market and develop Brand strategies for jewellery business accordingly

12.00
Unit I: 
Advertisements
  • Introduction to Advertising: Definition, Meaning of advertising, Objectives/Functions of Advertising.
  • Types of Advertising
  • Various advertising media
  • Factors Influencing Media Decision

 

12.00
Unit II: 
Theories of Advertising
  • The Stimulus Response Theory and AIDA,
  • The Dagmar Model, Cognitive Dissonance Theory
  • Response Hierarchy Model- (Hierarchy of effects model, Innovation Adoption Model, Communication Model), Means End Theory (Leverage Points)      
  • New Trends in Advertising: Green Marketing, Digital Marketing, Omni
    channel advertising, out stream videos, Remarketing                                   

 

12.00
Unit III: 
Advertising Agency
  • Functions of Advertising Department ,Selection of an Advertising Agency,
  • Advertising and Society: Ethical Issues in Advertising, Social Criticism of Advertising, Advertising Statutory Bodies in India
  • Five M’s of advertisement                                         
  • Advantages of Jewellery Exhibitions & Trade Fairs 
  • Role of celebrity Endorsement in Jewellery Advertisement
     

 

12.00
Unit IV: 
Brand Management
  • Concept of Brand
  • Importance of Brand
  • Advantages & Disadvantages of Brand
  • Brand Positioning
  • Building Brand personality
  • Strengthening online identity
  • Brand Equity
  • Brand Loyalty

 

12.00
Unit V: 
Types of Brands
  • Family branding/Umbrella branding
  • Corporate branding
  • Individual branding
  • Brand and Consumers
  • Buying Decisions
  • Perspectives on Consumer Behavior (Economic, Passive, Emotional & Cognitive)
  • Branded jewellery
  • Non-Branded Jewellery
  • Indian & International jewellery brands
  • Major jewellery Auction houses

 

Essential Readings: 
  • Family branding/Umbrella branding
  • Corporate branding
  • Individual branding
  • Brand and Consumers
  • Buying Decisions
  • Perspectives on Consumer Behavior (Economic, Passive, Emotional & Cognitive)
  • Branded jewellery
  • Non-Branded Jewellery
  • Indian & International jewellery brands
  • Major jewellery Auction houses

 

References: 
  • Wells, W., Burnett, J., Moriarty, S. E., Pearce, R. C., & Pearce, C. (2010). Advertising: Principles and practice. Englewood Cliffs, NJ: Prentice Hall.
  • Jaishri, J., &Shruti, J. (2006). Advertising Management. Oxford University Press, New Delhi, ISBN, 13, 978-0.
  • Verma, H. V. (2006). Brand management: Text and cases. Excel Books India.

 

Academic Year: 
2023-2024
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