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It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Placements

Excellent education not only imparts knowledge, but also paves the way for a promising and successful career. The Placement Cell at The IIS University has numerous success stories to narrate in this regard...

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Life@IIS Univ

Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with vibrant events and memorable occasions to cherish for a lifetime.

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Academics

Taking the age-old tradition of enlightenment through education forward, The IIS University - in its continuous pursuit of excellence - firmly believes that an institution’s academic profile determines its worth and value. Therefore, on offer are a wide variety of both conventional and contemporary programmes of study.

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Research

To stimulate curiosity and cater to the global needs of a dynamic education, The IIS University - since inception - has been promoting and encouraging research-based experiential learning among all its students.

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About Us

The IIS University, with its perfect amalgamation of innovation, inspiration and synergy, aims to be a model institution for students across disciplines and programmes.

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IIS Univ
  • Admissions

    It is a University which is committed to excellence and overall development of the student...

  • Placements

    Excellent education not only imparts knowledge, but also paves the way for...

  • Life@IIS Univ

    Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with...

  • Academics

    Taking the age-old tradition of enlightenment through education forward,...

  • Research

    To stimulate curiosity and cater to the global needs of a dynamic education,...

  • About Us

    The IIS University, with its perfect amalgamation of innovation, inspiration...

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India

Phone:- +91-141-2400160-61, 2397906-07,

Fax: 2395494,2781158, Toll Free No.: 1800 180 7750

Advertising Management | Advertising & Brand Management

Advertising Management

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Paper Code: 
ABM401
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
9.00
Unit I: 
Advertising Department

Advertising Department:
- Advertising Manager
- Organizational Structure of Advertising Department
- Centralization and Decentralization of Advertising
Activities
- Functions of Advertising Department
(Traditional and Modern)

10.00
Unit II: 
Advertising Agency

Advertising Agency:
- Evolution of Agencies
- Functions
- Organization of Agencies (Accounts Executive, Media
Planning and Creative),
- AAAI (Objectives and Functions)
- Ad Agencies’ Clubs (Elementary Knowledge)

9.00
Unit III: 
Client-Agency Relationship

Client-Agency Relationship:
- Principles
- Selection of an Advertising Agency
- Agency Compensation (Commission system , Fee
System & Service charges)

9.00
Unit IV: 
Advertising Budget

Advertising Budget:
- Meaning
- Budgetary Process (Preparation, Presentation,
Execution & Control)
- Factors affecting the budget

8.00
Unit V: 
Methods of Budget appropriation

Methods of Budget appropriation:
- Percentage of Sales Method
- Objective and Task Method
- Affordability Method
- Competitive Parity Method
- Incremental Concept

Essential Readings: 

1. Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai.
2. Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi.
3. Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi
4. Jethwaney Jaishri, Jain Shruti, Advertising Management, Oxford

References: 

1. Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi
2. Clow Kenneth E, Baack Donald, Integrated Advertising Promotion and Marketing Communication, Prentice-Hall of India, New Delhi
3. Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition

Academic Year: 
2017-2018
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