Advertisement & Brand Management (Theory)

Paper Code: 
JWT 301
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 
  1. To impart knowledge Advertisement & Brand Management in Jewellery  industry.
  2. To identify the competition in the market and develop Brand strategies for Jewellery  business accordingly
     
9.00
Unit I: 
Advertisements
  • Advertising: Definition, Meaning & Importance.
  • Presentation of Jewellery Designs Advertisement
  • Objectives & Scope
     
8.00
Unit II: 
Types of Advertising:
  • Types of Advertising:

Local Advertising
 National Advertising
Retail Advertising
Business Advertising
Trade Advertising
Industrial Advertising
Social Advertising
Classified and Display Advertising.

  • Various advertising media
  • Factors Influencing Media Decision
15.00
Unit III: 
Brand Management
  • Introduction &  Importance of  Brand
  • Advantages & Disadvantages of Brand
  • Brand Positioning
  • Building Brand personality
  • Strengthening online identity
  • Brand Equity
  • brand Loyalty
     
6.00
Unit IV: 
Types of Brand
  • Family branding/ Umbrella branding
  • Corporate branding
  • Individual branding
     
7.00
Unit V: 
Other focus
  • Role of Advertisement in Jewellery trade                       
  • Advantages of Jewellery Exhibitions & Trade Fairs
  • Publicity
  • Role of celebrity Endorsement in Jewellery Business
  • Branded Jewellery
  • Non Branded Jewellery
     
Essential Readings: 
  1. Wells William, Burnett, John, Moriarty Sandra, Advertising Principles & Practice, Pearson Education, New Delhi,Sixth Edition.
  2. Chunawala S.A., Sethia K.C., Foundations of Advertising Theory & Practice, Himalaya Publishing House, Mumbai,Fourth Edition.
  3. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi.,2007
  4. Verma Harsh V, Brand Management, Excel Books, New Delhi,Second Edition.
     
References: 
  1. DavidAkkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
  2. Jimblythe, Marketing Communication, Prentice Hall of India, New Delhi
  3. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House,
  4. Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd,
  5. Horacio Albano, Advertising Principles and Practice, Parson Education
  6. Joe Cappo, The Future Of Advertising, Tata McGraw.
     
Academic Year: 
2018-19
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