Marketing Research
Price:
Rs600
Marketing Research SOLVED PAPERS AND GUESS
Product Details: M D U UNIVERSITY Marketing Research
Format: BOOK
Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM
Publisher: MEHTA SOLUTIONS
Edition Description: 2019-20
RATING OF BOOK: EXCELLENT
ABOUT THE BOOK
FROM THE PUBLISHER
If you find yourself getting fed up and frustrated with other M D U UNIVERSITY book solutions now mehta solutions brings top solutions for M D U UNIVERSITY Marketing Research REPORT book contains previous year solved papers plus faculty important questions and answers specially for M D U UNIVERSITY.questions and answers are specially design specially for M D U UNIVERSITY students .
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Marketing Research
UNIT-I
Introduction – Concept of marketing communication, marketing communication mix, factor affecting marketing
communication mix, drivers of integrated marketing mix; models of marketing communication – Blade Box
Model, AIDAS model, Lavidge Steiner model, DAGMAR model, PCB model; marketing communication
planning process
UNIT-II
Managing the Marketing Communication Process – Analysis of promotional opportunities, concepts of
segmentation and target marketing, promotional strategy of formulation and competitive positioning,
determination of promotional objectives, deciding promotional appropriation, integrating marketing
communication programme, commissioning and contracting external resources
UNIT-III
Advertising and Media Planning – Advertising plan, creative strategy, advertising appeal, creative formats, stages
of creative strategy – idea generation, copy writing, layout, copy testing and diagnosis; media planning –
traditional and contemporary media; media objectives – reach, frequency, cost etc.; media strategy, media
scheduling, media planning models, key issues in advertising – comparative advertising, web advertising;
advertising agency – functions and types, outdoor advertising
UNIT-IV
Wider Issues and Dimensions – Sales promotions, personal selling, direct marketing, public relations, publicity
and corporate advertising, unconventional promotional media, marketing communication budgeting, measuring
promotional performance, global marketing communication, legal and ethical issues in integrated marketing
communication
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