Advance Advertising Management

Paper Code: 
MAM 322
Credits: 
4
Contact Hours: 
4.00
Max. Marks: 
100.00
Objective: 

The main aim of this subject is to imbibe the learning related to planned managerial process related to advertising and its world.

12.00
Unit I: 
Unit I

Advertising Appeals: Fear, Humor, Sex, Music, Rationality, Emotions, Scarcity, International Implications

12.00
Unit II: 
Unit II

Advertising Design
Advertising Design: Message Strategies; Cognitive, Affective, Conative Strategies
Executional Framework; Animation, Slice Of Life, Testimonials Authoritative, Demonstration, Fantasy, Informative

12.00
Unit III: 
Unit III

Rural Advertising
Rural Advertising: Fundamental Nature of Rural Market, Understanding the rural mind and buying process, Advertising and Marketing in Rural Areas, Innovative Use of Media in Rural Areas, The Size of Rural Market, Promising Growth

12.00
Unit IV: 
Unit IV

Advertising Regulations
Advertising Regulations: Deception, Puffery and Substantiation.
Marketing and Ethics, Responding to ethical challenge

12.00
Unit V: 
Unit V

Regulations and ethical Concerns
Regulations and ethical Concerns: ASCI (Role and Responsibility)
Products and Services Banned From Advertising,
Regulations Related to Product and Service Advertising,
Regulation Related to advertising Methodology: Children, Comparative advertising, Deceptive and misleading, Surrogate advertising, Advertorials and Disguised Ads, False advertising, “Free” Gifts/Samples, Free Speech

Essential Readings: 

• Integrated Advertising, Promotion, and Marketing Communications. Front Cover. Kenneth E. Clow, Donald Baack. Prentice Hall, 2002 - Business & Economics.

Academic Year: 
2021-2022
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