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Advertisement & Brand Building (Theory) [1]

Paper Code: 
TJD-601
Credits: 
T 3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 
  • To understand the role of advertisement & brand building in Jewellery trade.
  • To provide an understanding of World bullion market, how gold rates vary, retailing precious as well as costume Jewellery .
5.00
Unit I: 
Marketing Communications:
  • Advertising, personal selling, sales promotion, public relations, and direct marketing
     
10.00
Unit II: 
Marketing of Jewellery :
  • 7P’s of Marketing    

i.    Product
ii.    Price
iii.    Promotion
iv.    Place
v.    Packaging
vi.    People
vii.    Positioning

  • Sales promotion:

Definition
Tips  How to Increase Sales
 

10.00
  • Advertising: Definition, Meaning & Importance.
  • Types of Advertising:
    • Local, National, Retail, Business, Trade,
    • Industrial, Social, Classified and Display Advertising.
  • Role of Advertisement in Jewellery trade.
     
5.00
Unit IV: 
Advantages of Jewellery Exhibitions & Trade Fairs
15.00
Unit V: 
Brand Management :
  • Importance of  Brand
  • Types of Brand
  • Brand Positioning
  • Building Brand personality
  • Strengthening Online Identity
     
Essential Readings: 
  1. Chunawala S.A., Sethia K.C., Foundations of Advertising Theory & Practice,
  2. Marketing and Online Media to Reach Buyers Directly by David Meerman Scott
     
References: 
  1. DavidAkkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
  2. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House,
  3. Mumbai.
  4. The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral
  5. Why We Buy - Paco Underhill
  6. Ultimate Guide to Your Profitable Jewelry Booth by Rena Klingenberg

 

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