Total: 50 Hours
Learning Objectives
To introduce several basic principles in Psychology and show how they relate to, and can be applied to advertising and marketing in the business environment.
Unit I Introduction:(16 Hrs.)
Perspectives on advertising; Advertising and society; The Psychology of buying; Psychological appeals in advertising.
Unit II Consumer Perception: (17 Hrs.)
Meaning and dynamics of perception; Absolute and differential threshold; Selective perception; Consumer imagery- Brand image, Perception of Quality, Perception of risk, Perceptual organization, Categorization; Inference.
Unit III Managing Advertising: (17 Hrs.)
Developing and managing an advertising Program; deciding on media and measuring effectiveness; Segmentation and positioning Strategies.
REFERENCE
Kotler, Philip (2001): Marketing Management, Millenium edition, Eastern Economy, Prentice Hall India, New Delhi.
Batra, Rajesh; Myers, John.G.; Aaker, David, A.(1997) Advertising Management, Prentice Hall of India, New Delhi
Hoyer, Wayne D. & MacInnis, Deborah J. (2013)Consumer Behavior(6thedition). South-Western Cengage Learning.