CORE CONCEPTS OF MANAGEMENT
MARKETING MANAGEMENT
FINANCIAL MANAGEMENT
HUMAN RESOURCES MANAGEMENT
OPERATIONS & PRODUCTION MANAGEMENT

Advertising and Promotion - the 4th P
Advertising and Promotion are the most popular elements of the marketing communication process (also see CC/WOC1 and CC/WOC2). What makes good advertising? How do you arrive at an optimum promotional mix? In this lesson R Sridhar, a nationally renowned advertising consultant and a veteran of the advertising industry, lays the foundation. The lesson establishes the basic linkage to communication theory. It then moves on to the message design process and then on to the topic of selection of communication channels. The issues of objective setting and decision parameters are illustrated by borrowing current examples from the real world. The lesson provides an elementary introduction to budgeting and media selection. What about ethics in advertising?
MM/M8

23 Mins

25 Mins

65 Pages
Equivalent classroom time: 6hrs