Section I: An Introduction to Advertising/Role of IMC in Marketing Process/Role of Advertising Agencies & Other Marketing Communication Organizations; Section II: Source, Message and Channel Factor/ Advertising Objectives and Budgeting/Message and Creativity; Section III: Media Planning and Strategy/Support Media/Evaluation of Media Section IV: Direct Marketing/Sales Promotion/Event Management/Public Relation, Publicity and Corporate Advertising Section V: Monitoring, Evaluation and Control/Economic, Social and Ethical Implications of Advertising/Regulation of Advertisement Section VI: Industrial Advertising/International Advertising/Advertising Art, Graphic, Layout and Visualization/Merchandising……..

Section A: Advertising Part I: Introduction to Advertising and a Brief History/Advertising Classification, Functions and Benefits/Economic, Social, and Ethical Issues/Client and Advertising Agency; Part II: Marketing Communications/Source, Message, and Medium Factors/ Consumer Behaviour Perspective; Part III: Segmentation and Positioning/ Brand Awareness, Brand Attitudes and Feelings/Brand Equity, Image and Personality; Part IV: Media Planning and Strategy/Media Evaluation/ Support Media; Part V: Creative Strategy – Planning and Development/ Creative Strategy – Execution and Evaluation/Planning Advertising Campaign/Advertising Research; Section B: Sales Promotion: Part VI: Sales Promotion/Sales Promotion and Consumer Behaviourand How Promotions Affect Sales/Sales Promotion Objectives and Budget Allocation; Part VII: Sales Promotion – Tools and Techniques………….