Advertising and Communication

Learn about the fundamentals of advertising and communication in this 57-minute lecture from NPTEL-NOC IITM. Explore the communication process, response hierarchy models, and steps for developing effective communications. Discover various advertising strategies, major media types, and how to select the right marketing communication mix. Understand integrated marketing communications, the Five Ms of advertising, and different advertising timing patterns. Examine marketing flows including paid, earned, and owned media, along with advertisement tactics. Delve into digital advertising, its metrics, and advantages in the modern marketing landscape.