Advertising & Promotion

MM 589 advert & Promotion Course Outline (January 2012) referee:Dr. Susan Tai segment of Management & Marketing Staff potency:M841, Li Ka Shing Tower Office Tel: 2766-7127 e-mail: mstai@polyu.edu.hk Electronic Database feeler of local ads: AdmanGo.com (Media monitoring service) Web tar conquer:http://www.admango.com/monitoring2/login.asp (within Polyu campus) Username:polyu watchword: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 kit and caboodle and consumers respond? - infer how brand communication works - contain word how consumers 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 network and viral trade in IMC Readings: Duncan, Chapter 12 Belch & Belch, Chapter 15 4. Mobile Marketing 5.Experiential Marketing -Understand the concept of experiential marketing and how it applies in marketing products/service, point-of-purchase communication and event sponsorships Readings: Duncan, Chapter 19 6. intersection Placement (movies, TV, in-game advertising) 7.Managing Public transaction on the Web -How the network has changed the rules of marketing & PR? -How to manage crisis in a viral age? Readings: Duncan, Chapter 17 Belch & Belch, Chapter 1 7 8. Corporate communication theory & Co! rporate Social Responsibility -Understand the role of corporate...If you want to get a full essay, order it on our website: BestEssayCheap.com

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