MS-68 Management of Marketing Communication and Advertising Block-1 Marketing Communication and Advertising-Basic Concepts Unit-1 Marketing Communication Process Unit-2 Communication-Key Behavioural Concepts Unit-3 Indian Media Scene Block-2 Advertising Campaign Planning and Execution Unit-4 Planning Communication Strategy Unit-5 Advertising Campaign Planning-Strategic Consideration, Creative Consideration Unit-6 Advertising Creativity Campaign Planning and Execution Unit-7 Advertising Research - Role and Trends Unit-8 Measuring Advertising Effectiveness Definitions and Techniques Block-3 Media Planning Concepts Unit-9 Media Concepts, Characteristics and Issues in Media Planning Unit-10 Media Selection, Planning and Scheduling.........................................61 Unit-11 Internets as an Emerging Advertising Medium.... Block-4 Marketing Communication Form Unit-12 Managing Sales Promotion Unit-13 Direct Marketing Unit-14 Publicity and Public Relations Unit-15 Social Marketing Communication Block-5 Strategies for Advertising Agencies Unit-16 Functions and Structure of Ad Agency Unit-17 Managing Client Agency Relationships Unit-18 Strategies for Account Management Unit-19 Legal and Ethical Issues in Advertising Question Papers (1)June-2020 (2) December-2020 (3) June-2021 (4) December-2021