Certified Advertising Manager

Advertising Environment

• Evolution of Advertising Industry
• Theory and Principles of Advertising
• Purpose and functions of Advertising
• Modes of Advertisement
• Advertising Process flow
• Planning Advertising Framework

Advertising Management

• Advertising Process Control
• Role of advertising department
• Advertising Agency
• Advertisement Objective
• Advertisement budget

Advertising Planning and Decision making

• Marketing Plans and Strategies
• Communication and Persuasion
• Advertising Communication System

Integrated Marketing Communication

• Communication Mix
• Role of advertising within marketing
• Direct Marketing
• Sales Promotion
• Public Relations
• Action-oriented communication

Brand Building

• Segmentation and Positioning
• Attention and Comprehension
• Understanding benefits-based attitudes
• Brand equity, image and personality
• Word-of-mouth advertising

Advertising tactics

• Creative approach and Styles
• Distraction effect
• Copywriting

Production and Implementation

• Advertising Production Process
• Creation and Production
• Client-agency relationship

Media Strategy and Tactics

• Advertising Media
• Market Experimentation and budget allocation
• Media Decisions
• Timing and scheduling
• Media Planning and Scheduling
• Media Buying and Organization

Advertising – Laws and Ethics

• Advertising Standards Council of India
• Social Responsibility and Self Regulation Code
• Competitors Lawsuits
• Advertising agencies and regulation
• Advertising laws, code and constitution
• Indian Contract Act, 1872
• Copyright Act, 1957
• Patent & Trademarkets Act
• Defamation & Emblem and Names Act, 1980

Global Marketing and Advertising

• Market globalization
• Global production and marketing
• Cultural differences
• Consumer behavior and Segmentation
• Advertising Research
• Global Branding and Positioning
• lobal Advertising and Organization
• Message Strategy and Tactics
• Media tactics