1) 5 Ms of advertising
2) IMC
3) Advertising communication process
4) Organization structure and functions of ad agency
5) Selection and evaluation of ad agency
6) Account for ad agency
8) Attitude in advertising
9) Brand image
10) Brand essence, identity, fatigue, personality, equity
11) Qualities and criteria for effective copy
12) Creation and production of a copy
13) Principles of copy – print, TV, radio, outdoor, retail and B2b
14) Advertising budget – advantages, disadvantages and methods
15) Corporate advertising
16) Media planning and selection – factors and strategies
17) Media types –advantages and disadvantages
18) Reach, frequency and impact
19) Testing advertisement effectiveness
20) Sales promotion tools
21) Illustration and layout

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