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Advertisement & Brand Management [1]

Paper Code: 
JWT 301
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 
  1. 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: 
  1. Advertising Principles & Practice, by Wells William, Burnett, John, Moriarty Sandra
  2. Foundations of Advertising Theory & Practice, by Chunawala S.A., Sethia K.C.,
  3. Brand Management, by Moorty Y.L.R
  4. Brand Management, Verma Harsh V.

 

References: 
  1. Managing Brand Equity by DavidAkkar
  2. Marketing Communication by Jimblythe,
  3. Brand Management by  Chunawala S.A., Sethia K.C.,  
  4. Advertising Promotion by Belch George E, Belch Michael A
  5. Advertising Principles and Practice by Horacio Albano
  6. The Future Of Advertising by Joe Cappo,

 

Academic Year: 
2017-2018 [2]

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Source URL: https://www.jewellery.iisuniv.ac.in/courses/subjects/bsc-jewellery-design-technology-19

Links:
[1] https://www.jewellery.iisuniv.ac.in/courses/subjects/bsc-jewellery-design-technology-19
[2] https://www.jewellery.iisuniv.ac.in/academic-year/2017-2018