Advertising (Bullet Points)


  1. Tenets of Marketing and Marketing Management 
    1. Individual 
    2. Needs
    3. Wants
    4. Demand
    5. Product or Service
    6. Utility
    7. Value
    8. Satisfaction
    9. Exchange
    10. Transaction 
    11. Market
    12. Marketing
    13. The Marketer can be a buyer or a seller
    14. Management 
    15. Business Management 
    16. Marketing Management 
    17. Marketing Mix : Four P's of Marketing 
    18. Megamarketing : Six P's of Marketing 
  2. The Philosophies of Marketing management 
    1. The Production concept 
    2. Product concept 
    3. Selling concept 
    4. Marketing concept 
      1. Market focus 
      2. Customer Orientation 
      3. Co-ordinated marketing 
      4. Profitability 
    5. Societal Marketing Concept 
  3. Economic Importance of Marketing
  4. Marketing the Most vial activity of a business firm
  5. Major features of Marketing 
  6. A Brief overview of the marketing process
  7. Marketing environment 
    1. The micro Environment
    2. The macro Environment
  8. Demand forecasting 
    1. Survey methods of demand forecasting
      1. Jury of executive Opinion
      2. The delphi technique
      3.   Survey of buying plans
        1. Survey of customers buying plans(sample survey method)
        2. Survey of customers buying plans (Complete enumeration method)
        3. Survey of customers buying plans (End User Method)
      4. Poll of sales forces's opinion 
    2. Statistical Method of demand forecasting 
      1. Market factor analysis 
        1. Direct derivation method
        2. Correlation analysis 
      2. Projection of past sales or trend analysis 
      3. Regression analysis 
      4. Econometric model building method
  9. Market segmentation 
    1. Bases for market segmentation 
      1. Geography as a basis 
      2. Psychography as a basis 
        1. Social class
        2. Personality 
        3. Lifestyle 
      3. Demography as a basis 
        1. Nationality 
        2. Education 
        3. Age
        4. Gender 
        5. Income
        6. Family life cycle
        7. Race
        8. Religion 
        9. Occupation 
      4. Purpose as a basis
      5. Behaviour al response as a basis 
        1. Benefits desired from the product/service
        2. Usage rate
        3. The type of buying situation 
        4. User status 
        5. Occasions
        6. Loyalty status 
        7. Readiness stage
        8. Attitude toward the product or service
  10. Market targeting 
    1. Evaluation of market segment
  11. Product Positioning 
  12. Consumer Behaviour or Buyer Behaviour 
    1. Human behaviour
    2. Consumer behaviour
    3. Why should we study consumer behaviour
    4. Sovereignty of the consumer 
    5. Who is a Consumer 
    6. Determinants of consumer behaviour 
      1. Internal or endogenous variables 
        1. Needs
        2. Motives 
        3. Personality 
        4. Awareness 
          1. Attitude
          2. Perception 
            1. Selective perception
            2. Factor affecting perception 
            3. Internal factor affecting perception
            4. External factors affecting perception 
          3. Application in marketing 
          4. Gestalt psychology and perception
            1. Closure
            2. Proximate objects 
            3. Learning
              1. What learning is not 
              2. Types of learning 
                1. Associative learning 
                2. Cognitive learning 
              3. Elements of the learning process
              4. The application of the learning theory to consumer behaviour 
      2. External or Exogenous variables 
    7. Memory
    8. Gestalt psychology 
      1. Simplicity 
      2. Figures and ground
      3. Closure 
      4. Proximity 
      5. Context 
      6. Expectation 
      7. Uniqueness or upstandingness 
    9. Attention 
      1. Determination of Attention 
        1. Personal Determination of attention 
          1. Motivation 
            1. Features of motivation 
            2. The process of motivation 
            3. Traditional concept of motivation 
            4. Motivation and marketing 
            5. Perceptual maping 
          2. Attitudes
          3. Adaptation level 
        2. Stimulus Determinants of attention 
          1. Size
          2. Colour 
          3. Intensity 
          4. Contrast
          5. Silhouette 
          6. Position
          7. Directionality 
          8. Movement 
          9. Isolation 
          10. Introductory question 
          11. Novelty 
          12. Attractive spokesperson, or anchor
    10. Family
      1. Types of family 
        1. The nuclear family
        2. The extended family
        3. The family of orientation 
        4. The family of procreation 
      2. Perspective for viewing a family 
      3. Family life cycle 
      4. How family behaviour is influences to induce purchase behaviour 
    11. Culture 
      1. Study of cross-cultural -differences for a foreign marketer 
    12. Social Classes
      1. Primary and secondary groups
      2. Formal and informal groups 
    13. Models of consumer behaviour 
      1. The conflict models of men
      2. The machine model of man
      3. The open system model of man
        1. The NICOSIA MODEL 
          1. Sub-field 1: organisational attributes 
            1. Corporate and marketing goals 
            2. Brand and product features 
            3. Environmental factors 
            4. The nature of the message 
          2. Sub-field 2 : Types of customers 
          3. Limitation of the Model 
        2. The Howard-Sheth Model
          1. Advantage of the model
          2. Limitation of  the model 
          3. The Engel , Kolhat, and Blackwell (EKB) model 
            1. Central Controlling Unit (CCU)
            2. Consumer information processing 
            3. The purchase process
    14. Intangible reasons for buying a product, or service
      1. Intangible reasons in the mind of the customer 
      2. Intangible reasons the customer looks for in the salesman 
    15. Consumer characteristics 
      1. Geographic Characteristics
        1. Geographic location and terrain 
        2. Country size 
        3. City, or town size
        4. Climate and weather 
        5. Population density 
        6. Force major 
      2. Demographic characteristic 
        1. Age 
        2. Income
        3. Gender 
        4. Occupation 
        5. Education 
        6. Religion
        7. Race
        8. Family life cycle
        9. Family size
        10. Nationality 
      3. Pscychographic Characteristic 
        1. Culture 
        2. Life style 
        3. WHIMS and Fancies 
        4. Personality 
        5. Social Class 
      4. Behavioural Characteristic 
        1. Usage Rate
        2. Loyalty Status 
        3. Perishable nature of some product/services 
        4. Social factors
        5. Readiness Stage
        6. Attitude towards the product
        7. User Status 
        8. Occasion 
        9. Benefits sought 
    16. Types of customer 
      1. By temperament 
      2. By Gender
      3. By age
      4. By residential area 
      5. By physical or mental stage 
      6. By Income 
      7. By frequency of travel 
      8. By Region of the world 
      9. By Stage in the purchase process
      10. By the stage in the purchase cycle 
    17. Buying motives 
      1. Classification of buying motives 
        1. Product buying motives 
          1. Product emotional motives 
          2. Product rational motives 
        2. Patronage buying motives
          1. Emotional Patronage motives 
          2. Rational Patronage motives 
    18. Consumer adoption process
    19. Cognitive dissonance 
    20. Mass Communication buyer behaviour 
  13. Product
    1. Product level
    2. Product line
    3. Product Branding 
      1. How to create and promote a brand
      2. MDS and branding 
      3. The branding theory of David ogilvy 
    4. Packaging 
    5. Product Mix
    6. Product life cycle 
      1. Introduction stage 
      2. Growth
      3. Maturity stage 
      4. Decline 
    7. New product development 
      1. Idea generation 
      2. Idea Screening 
      3. Concept development and testing 
      4. Marketing strategy development 
      5. Business analysis 
      6. Product development 
      7. Market testing 
      8. Commercialisation 
  14. Price
    1. The method of price setting 
      1. Pricing objectives 
      2. Determining demand
      3. Cost estimation 
      4. Analysing competitors prices 
      5. Selecting pricing method
        1. Cost plus pricing 
        2. Target profit pricing 
        3. Perceived value pricing 
        4. Going rage pricing 
        5. Sealed BID pricing 
        6. Selecting the final price 
  15. The Third P : Promotion 
    1. Advertising : The first component  of the third P
      1. Definition of advertising 
      2. A Definition of Advertising management 
      3. Classification of advertising 
        1. Classification based on function
          1. Informative advertising 
          2. Persuasive Advertising 
          3. Anti-cognitive advertising 
          4. Reminder advertising 
          5. Negative advertising 
        2. Classification based on region 
          1. Global Advertising : Promoting throughout the world 
          2. National advertising : Promoting only in one nation
          3. Regional advertising : Promoting only in a region 
          4. Local advertising :  Promoting only in a limited area of the city or in a small city
        3. Classification based on targeted market 
          1. Consumer product advertising  : Promoting product and services in consumer market 
          2. Industrial Product advertising  : Promoting product and services in Industrial markets 
          3. Trade advertising : Promoting Hook the member of distribution channels 
          4. Professional advertising : Promoting products and services for selling professionals 
          5. Financial advertising : promoting financial tools for selling to targeted audiences/Investors
        4. Classification based on company demand j
          1. Primary demand advertising : Promoting to increase the demand of a product category 
          2. Selective demand advertising : Promoting to increase the demand of product of a firm
        5. Classification based on desired responses 
          1. Direct action advertising : Promoting the product to get immediate responses 
          2. Indirect action advertising : Promoting the product build a brand image 
          3. Surrogate advertising : Promoting a socially unacceptable indirectly or under the guise of a commonly use product 
        6. Classification based on the sale of product or services 
          1. Product Advertising : Promoting the product
          2. Service advertising : Promoting the service
          3. Concept advertising : Promoting the concept
            1. Commercial concept advertising : Promoting concept for commercial gain 
            2. Societal concept advertising : Promoting the concept for societal gain 
        7. Classification based on What the advertiser tries to promote 
          1. Institutional advertising : Promoting for Building or changing the brand image as a society - friendly entity 
          2. Advocacy advertising : Promoting to change attitudes 
          3. Product advertising  : Promoting products 
          4. Service advertising : Promoting products 
          5. Individual advertising : Promoting people 
        8. Classification based on the media used to issue advertisement 
          1. Audio advertising : Promoting through sound and musing 
          2. Visual advertising : Promoting through visual display 
          3. Audio-Visual  Advertising : Promoting through TV, Cinema and video images 
          4. Written advertising : Promoting through written text
          5. Internet advertising : Promoting through the information super highway 
          6. Verbal advertising : Promoting through voice and gestures 
      4. Objectives of advertising 
        1. Informs
        2. Persuades 
        3. Reduces cognitive dissonance 
        4. Reminds
        5. Creates or Maintains a brand image 
        6. Create an environment - friendly or society oriented image 
      5. Difference between advertising and advertisement 
      6. Difference between advertising and personal selling
      7. Advertising and socio-economic MILIEU
        1. procedures and advertising 
        2. Wholesaler and advertising 
        3. Retailers and advertising 
        4. Consumer and advertising 
        5. Society and advertising 
      8. Advertising strategies at local, regional, national and international level 
      9. Advertising is the handmade of marketing 
      10. Critiques of and encomium on advertising 
        1. Economic argument 
          1. Economic argument : the bouquets of encomium 
          2. Economic argument : The brickbats of critique
        2. Social Argument 
          1. Social Argument : The Bouquets of Encomium 
          2. Social argument : The Brickbats of critique 
        3. Moral Argument 
          1. Moral argument the bouquets of encomium 
          2. Moral argument : The brickbats of critique 
        4. Political Argument 
          1. Political argument : the bouquets of Encomium 
          2. Political arguments : the bouquets of critiques 
        5. Legal argument 
          1. Legal argument : The bouquets of encomium 
          2. Legal argument : The bouquets of critiques 
      11. The future of advertising 
    2. Sales Promotion 
      1. Tools of sales promotion 
        1. Consumer promotion tools 
        2. Trade promotion tools 
        3. Business promotion tools
      2. Features of sales promotion 
      3. The sales promotional campaign 
      4. Promotion mix 
    3. Personal selling 
      1. BENOB presentation 
      2. The fab approach 
      3. How to combine the bind and selling sequences 
      4. Publicity 
  16. The Fourth P : Physical Doistribution 
    1. Rational for creating and maintaining marketing channels 
    2. The nature of marketing channel 
    3. Basic flows in a marketing channel 
    4. Types of middle man
    5. Channel levels in conventional marketing 
      1. Zero - Level channel 
      2. One  - Level Channel 
      3. Two -Level Channel
      4. Three - Level Channel 
  17. The Fifth P : Power 
  18. The Sixth P : Personal Relation 
    1. Definition
    2. Nature 
    3. Difference between marketing PR and PR
    4. The fons ET Origo and growth of the concept of PR
    5. Function of PR : The view of the PRSA
    6. Components of the PR function 
      1. Publicity 
      2. Advertising 
      3. Public affairs 
      4. Issues management 
      5. Lobbying 
      6. Investor relation 
      7. Development 
  19. Marketing Communication 
    1. Integrating Marketing Communication 
    2. Rules for Integrated Marketing Communication 
  20. Public Opinion 
    1. How public opinion is formed 
    2. What are interest groups 
  21. Propaganda 
    1. Tenets of propaganda 
    2. Method of propaganda 
  22. The Final Picture

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