KMBNMK01 Consumer Behavior and Makret Communication UNIT-1 Introduction to Consumer Behavior & Consumer Decision Making Introduction to Consumer Behavior Applications of Consumer Behavior Knowledge in Marketing Consumers and Customers Consumer Behavior in the Contemporary Environment Consumers Descision Making Process, Attribution Theory and Diffusion of Innovation UNIT-2Â Consumer Perception Behavioral Learning Theories, Cognitive Learning theories to Consumer Behavior Consumer attitude Formation and Changes Reference Group, Family, Gender and Age Influences Social Class, Consumer Behavior Cultural Influences on Consumer Behavior UNIT-3 Marketing Communication: Objective of Market Communication Developing Effective Communication Target Audience, Communication Objectives, Design the Communication Select the Communication Channel, Total Marketing Communication Total Marketing Communication Budget, Functional Area of Marketing Communication Integrated of Marketing Communication Concepts and Process Advertising Management Nature & Scope of Advertising Classification of Advertising, Process of Advertising, Fundamentals of Advertising Campaign The Creative Brief, Advertising Appeal Advertising Agencies, Global Vs Local Advertising UNIT-4 Developing the Advertising Campaign: Message Strategies Executional Framework of messages; Sources and Spokespersons, Sources Characteristic Advertising Effectiveness & Its Measurement Media Planning and Strategy Media Types and their characteristics Steps involved in Media Planning, Setting Media Objectives, Media Strategy Legal and Ethical Concepts & Issues in Advertising Decision Area in International Advertising, Emerging Concepts and Issues in Marketing Communication UNIT-5 Interactive Marketing Placing Ads and Promotions online BUZZ Marketing Viral Marketing Mobile Marketing
