BMM Sem VI AGENCY MANAGEMENT Sp Ad Revised Syllabus Dec 8 2016_1 Syllabus Mumbai University

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Paper-IV
Paper no. 3 - AGENCY M ANAGEM ENT
M ax. M ar ks: 100 (Theor y: 60, I nt er nal s: 40)


Paper-III
AGENCY M ANAGEM ENT
M ax. M ar ks: 100 (Theor y : 75 , I nt er nal s: 25)
O bj ect i ves:
• To acquai nt t he st udent s w i t h concept s, t echni ques f or devel opi ng an
ef f ect i ve adver t i si ng cam pai gn.
• To f am i l i ar i ze st udent s w i t h t he di f f er ent aspect s of r unni ng an ad agency
• To i ncul cat e com pet enci es t o under t ake pr of essi onal w or k i n t he f i el d of adver t i si ng.

MODUL E Topi c D et ai l s N um ber of l ect ur es

MODUL E I Adver t i si ng
Agenci es:
• t hei r r ol e, Funct i ons, O r gani zat i on and I m por t ance
• di f f er ent t ypes of ad
agenci es 08
MODUL E
II C l i ent Ser vi ci ng • The C l i ent - Agency
R el at i onshi p
• 3P ’s of S er vi ce: P hysi cal
evi dence, Pr ocess and Peopl e
• The G aps M odel of ser vı ce qual ı t y
• St ages i n t he cl i ent -agency
r el at i onshi p
• H ow Agenci es G ai n C l i ent s
• W hy Agenci es Lose C l i ent s
• Eval uat i on C r i t er i a i n C hoosi ng an Ad Agency
• The r ol es of adver t i si ng 02

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Account execut i ves
MODUL E
III Account Pl anni ng • R ol e of account pl anni ng i n
adver t i si ng
• R ol e of Account Pl anner
• Account Pl anni ng Pr ocess 04
MODUL E
IV Adver t i si ng cam pai gn m anagem ent • M eans-End chai ni ng and t he
M et hod of Ladder i ng as gui des t o C r eat i ve Adver t i si ng For m ul at i on
• D i gi t al Adver t i si ng St r at egy
/ C am pai gns
04
MODUL E V Ad Fi l m m aki ng
• C onver t i ng st or y boar d t o TVC
• Edi t i ng and post pr oduct i on 04
MODUL E
VI M ar ket i ng pl an of t he cl i ent • The m ar ket i ng br i ef , M ar ket i ng Audi t , M ar ket i ng O bj ect i ves, M ar ket i ng Pr obl em s and O ppor t M O D U LEi es R evi ew , STP, Execut i ng t he pl an, Eval uat i ng
t he pl an
06
MODUL E
VI I The R esponse
Pr ocess • Tr adi t i onal R esponse H i er ar chy M odel s: AI D A
• Sal es-O r i ent ed O bj ect i ves
• C om m uni cat i ons O bj ect i ves
• D AG M AR : An Appr oach t o Set t i ng
O bj ect i ves 04
MODUL E
V III Set t i ng up an
Agency Busi ness pl an i nt r oduct i on, Var i ous St ages i n set t i ng up a new Agency
02
MODUL E
IX Agency C om pensat i on
Var i ous m et hods of Agency R em uner at i ons
02
MODUL E X G r ow i ng t he Agency • The Pi t ch: r equest f or pr oposal , specul at i ve pi t ches, Pi t ch Pr ocess
• R ef er ences, I m age and 04

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r eput at i on, PR ,
MODUL E
XI Sal es Pr om ot i on
M anagem ent • The Scope and R ol e of Sal es Pr om ot i on
• R easons f or t he I ncr ease i n
Sal es Pr om ot i on
• The psychol ogi cal t heor i es behi nd sal es pr om ot i on
• C onsum er Fr anchi se-Bui l di ng
ver sus N onf r anchi se-Bui l di ng Pr om ot i ons
• D esi gni ng Loyal t y, cont i nuous
and f r equency pr ogr am s
• O bj ect i ves of Tr ade-O r i ent ed
Sal es Pr om ot i on
• Techni ques of Tr ade-O r i ent ed
Sal es Pr om ot i on
• O bj ect i ves of C onsum er -
Or i e n t ed Sal es Pr om ot i on
• Techni ques of C onsum er -
O r i ent ed Sal es Pr om ot i on 08
G ui del i nes f or I nt er nal s
1. St ar t i ng and m ai nt ai ni ng a bl og –t he l ear ner shal l m ake t he bl og
af t er consul t at i on w i t h t he t eacher concer ned dur i ng t he per i od of
l ear ni ng of t he cour se and r un t he bl og f or t he per i od of t he cour se. The subj ect of t he bl og shoul d be any one soci al i ssue. The bl og shal l be super vi sed by t he concer ned t eacher and m ar ks shal l be assi gned f or qual i t y of l anguage, desi gn and l ayout , f r equency of updat i ng, t he qual i t y of com m ent by t he bl ogger , i nt er act i vi t y on t he bl og. The bl og m ust be updat ed a m i ni m um of t w i ce a w eek.

2. D esi gni ng t he l oyal t y / f r equency / cont i nui t y pr ogr am f or any one of t he r eal l i f e cl i ent

Suggest ed R eadi ng:
1. Adver t i si ng and Pr om ot i on by G . Bel ch and M . Bel ch
2. Adver t i si ng Pr om ot i on and O t her Aspect s of I nt egr at ed M ar ket i ng

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C om m uni cat i ons by Ter ence A. S h i mp.