Advertising & Promotion

MM 589 advertisement & Promotion Course Outline (January 2012) subscriber:Dr. Susan Tai segment of Management & Marketing Staff social occasion:M841, Li Ka Shing Tower Office Tel: 2766-7127 e-mail: mstai@polyu.edu.hk Electronic Database admission charge of local ads: AdmanGo.com (Media monitoring service) Web tar conquer:http://www.admango.com/monitoring2/login.asp (within Polyu campus) Username:polyu give-and-take:07polyu08 Lecture time: Fridays, 6:45 pm to 9:45 pm Room: R507 Lecture Topics: 1. use Advertising and Promotion to Build Brands -Communication: the building blocks of a brand -IMC a concept and a process - Building brand relationships Readings: Duncan, Chapter 1 & 3 burst & Belch, Chapter 1 2.How brand communication work and consumers respond? - infer how brand communication works - fancy how consum ers respond to brand messages Readings: Duncan, Chapter 4 & 5 Belch & Belch, Chapter 5 & 6 3.Digital Marketing -Integrating interactivity into relationship buildings - bang the importance of mesh and viral trade in IMC Readings: Duncan, Chapter 12 Belch & Belch, Chapter 15 4.

Mobile Marketing 5.Experiential Marketing -Understand the concept of experiential trade and how it applies in marketing products/service, point-of-purchase communication and event sponsorships Readings: Duncan, ! Chapter 19 6. output Placement (movies, TV, in-game advertising) 7.Managing Public transaction on the Web -How the meshing has changed the rules of marketing & PR? -How to manage crisis in a viral age? Readings: Duncan, Chapter 17 Belch & Belch, Chapter 17 8. Corporate communications & Corporate Social Responsibility -Understand the role of corporate...If you want to father a full essay, order it on our website: BestEssayCheap.com

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