Advertisement & Brand Management

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.

 

9.00
Unit I: 
: Advertisements
  • Advertising: Definition, Meaning & Importance.
  • Presentation of Jewellery Designs Advertisement
  • Objectives & Scope
  • Role of Advertisement in Jewellery trade     
9.00
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.

Pull & Push

  • Various advertising media
  • Factors Influencing Media Decision

 

9.00
Unit III: 
Brand Management
  • Introduction &  Importance of  Brand
  • Advantages & Disadvantages of Brand
  • Brand Positioning
  • Building Brand personality
  • Strengthening online identity
  • Brand Equity
  • Brand Loyalty
9.00
Unit IV: 
Types of Brand
  • Family branding/ Umbrella branding
  • Corporate branding
  • Individual branding

Branded jewellery

Non Branded Jewellery

Indian & International jewellery brands

9.00
Unit V: 
Other focus
  • Five M’s  of advertisement                                                
  • Advantages of Jewellery Exhibitions & Trade Fairs 
  • Role of celebrity Endorsement in Jewellery Advertisement
  • Selection of an Advertising Agency

 

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

 

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: 
2015-2016
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