Integrated Marketing Communication University of Mumbai BMS 4th Sem Notes

09/04/2020 1 By indiafreenotes

Unit 1 {Book}
Meaning, Features of IMC, Evolution of IMC, Reasons for growth of IMC	VIEW
Promotional Tools for IMC, IMC Planning Process	VIEW
Role of IMC in Marketing	VIEW
IMC Communication Process, Traditional	VIEW
Alternative Response Hierarchy Models	VIEW
AIDA Model	VIEW
Hierarchy-of-Effects Model	VIEW
Establishing objectives and Budgeting	VIEW
Determining Promotional objectives	VIEW
Sales vs Communication objectives	VIEW
DAGMAR, Problems in Setting objectives	VIEW
Setting objectives for the IMC Program	VIEW

Unit 2 Elements of IMS-1 {Book}
Advertising: Features		VIEW
Role of Advertising in IMC		VIEW
Advantages and Disadvantages of Advertising		VIEW
Types of Advertising	VIEW	VIEW
Types of Media used for Advertising		VIEW
Sales Promotion Scope		VIEW
Role of Sales Promotion as IMC Tool		VIEW
Reasons for the growth of Sales Promotion		VIEW
Advantages and Disadvantages of Sales Promotion		VIEW
Types of Sales Promotion		VIEW
Objectives of consumer and Trade Promotion		VIEW
Strategies for Consumer Promotion and Trade Promotion		VIEW
Sales promotion campaign		VIEW
Evolution of Sales Promotion campaign		VIEW

Unit 3 Elements of IMC-II {Book}
Direct Marketing		VIEW
Role of Direct Marketing in IMC		VIEW
Objectives of Direct Marketing		VIEW
Components of Direct Marketing		VIEW
Tools of Direct Marketing: Direct mail, Catalogues, Direct response Media, Internet, Telemarketing		VIEW
Alternative media evaluation of effectiveness of Direct Marketing		VIEW
Publicity Relations and Publicity introduction		VIEW
PR, Tools of PR	VIEW	VIEW
Role of PR in IMC		VIEW
Advantages and Disadvantages of PR		VIEW
Types of PR		VIEW
Managing PR: Planning, Implementation, evaluation and Research, Publicity		VIEW
Sponsorship: Definition, Essentials of good Sponsorship		VIEW
Event Sponsorship, Cause Sponsorship		VIEW
Personal Selling, features		VIEW
Role of Personal Selling in IMC		VIEW
Advantages and Disadvantages of Personal Selling		VIEW
Personal Selling process		VIEW
Importance of Personal Selling		VIEW

Unit 4 Evaluation & Ethics in Marketing Communication {Book}
Evaluating an Integrated Marketing program:		VIEW
Evolution process of IMC, Messages evaluation		VIEW
Advertising tracking research		VIEW
Copy testing, emotional reaction Test		VIEW
Cognitive Neuro Science – Online evaluation	VIEW	VIEW
Behavioral evaluation – Sales and Response Rate		VIEW
POPAI, Toll free numbers, QR codes and Facebook likes		VIEW
Response cards, Internet responses, Redemption rate		VIEW
Test Markets: Competitive responses, Scanner Data, Purchase Simulation Test		VIEW
Ethics and Marketing Communication: Stereotyping, Targeting Vulnerable customer		VIEW
Offensive brand Messages, Legal issues, Commercial free Speech		VIEW
Misleading claims, Puffery, fraud, Questionable B2B practices		VIEW
Current Trends in IMC:
Internet & IMC		VIEW
Advertising on Internet		VIEW
PR through Internet Banner, Sales Promotion on Internet, Direct Marketing on Internet		VIEW