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Advanced Advertising Management
Course Objectives:
- The paper aims at developing an insight on the advance management of advertising and its related concepts.
Course Outcomes (COs):
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Course |
Course outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code-
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Paper Title -
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CO 96.Determine, analyze and respond to clients' advertising and marketing communications objectives by applying principles of marketing and communications. CO 97.Develop advertising and marketing communications material in compliance with current Canadian legislation, industry standards and business practices. CO 98.Develop creative solutions to address advertising and marketing communications challenges. CO 99.Plan, implement, monitor and evaluate projects by applying principles of project management. CO 100. Complete all work in a professional, ethical and timely manner. |
Approach in teaching:
Interactive Lectures, Group Discussion, Tutorials, Case Study
Learning activities for the students: Self-learning assignments, presentations |
Class test, Semester end examinations, Quiz, Assignments, Presentation |
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MAM 322 |
Advanced advertising Management |
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Advertising Appeals: Fear, Humor, Sex, Music, Rationality, Emotions, Scarcity
International Implications
Advertising Design: Message Strategies; Cognitive, Affective, Conative Strategies
Executional Framework; Animation, Slice Of Life, Testimonials Authoritative, Demonstration, Fantasy, Informative
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
Advertising Regulations: Deception, Puffery and Substantiation.
Marketing and Ethics, Responding to ethical challenge
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
• Integrated Advertising, Promotion, and Marketing Communications. Front Cover. Kenneth E. COw, Donald Baack. Prentice Hall, 2002 - Business & Economics.
