| Unit 1 | |
| 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 | |
| Advertising: Features | VIEW |
| Role of Advertising in IMC | VIEW |
| Advantages and Disadvantages of Advertising | VIEW |
| Types of Advertising | 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 | |
| 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 |
| 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 | |
| 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 |
| 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 |