Coming soon
Advertisement & Brand Management
Paper Code:
JWT 301
Credits:
3
Contact Hours:
45.00
Max. Marks:
100.00
Objective:
- To impart knowledge Advertisement & Brand Management in Jewellery industry.
vTo 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
- 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:
- Advertising Principles & Practice, by Wells William, Burnett, John, Moriarty Sandra
- Foundations of Advertising Theory & Practice, by Chunawala S.A., Sethia K.C.,
- Brand Management, by Moorty Y.L.R
- Brand Management, Verma Harsh V.
References:
- Managing Brand Equity by DavidAkkar
- Marketing Communication by Jimblythe,
- Brand Management by Chunawala S.A., Sethia K.C.,
- Advertising Promotion by Belch George E, Belch Michael A
- Advertising Principles and Practice by Horacio Albano
- The Future Of Advertising by Joe Cappo,
Academic Year:
