Advertising: Creative Strategy

Paper Code: 
MAM 323
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The purpose of paper is to give students an in-depth knowledge of advertising planning, consumer behavior and advertising strategy

8.00

Advertising Planning and Strategy
• Identifying Target market
• Determining Marketing Communication Objectives
• Communication Objectives Vs Marketing Objectives
• Advertising Goals and Objectives

14.00

Consumer Behavior and Market Segmentation
• Introduction
• External Influences on Consumer Behavior( Family, Society, Social Class, Reference Groups, Opinion Leaders, Culture)
• Psychological Factors
Models of Buyer Behavior
• Basic model
• The Nicosia model
Consumer buying decision process
Types of Segmentation
• Behaviorial and Benefit Segments
• Demographic Segments
• Psychographic Segments

16.00

The Facet Model of Effective Advertising
• Perceive (Perception)
• Understand (Cognition)
• Feel (Affective/Emotion)
• Connect (Association)
• Believe (Persuasion)
• Act (Behaviour)
Creative Approaches
Rational:
• Comparative Advertising and their effects
• Inoculative Advertising: Building Resistant Attitudes
• Refutational Advertising
Emotional:
• Using an endorser
• Consistency theories
• Distraction Effects

12.00

Introduction to creativity
Significance of creativity in advertising
Style of Thinking: Fact v/s Value based thinking
The Big Idea
Creative Brief
Creative thinking techniques –
• Brainstorming: Idea generation
• Blocking and Block Busting
• What-Iffing
• Attribute Analysis Process
• Morphological Analysis Rules
• Reversal Method
• Analogy and Metaphor
• A trigger concept

10.00

Creative Process
• Roger von model,
• Graham Wallas model,
• James Young Model
Conceptualization and evaluation of ideas
Facets of Creative Strategy
• Messages that drive perception
• Messages that drive cognition
• Messages that touch emotions
• Messages that persuade
• Messages that transform a product in to a brand
• Messages that Stimulate Action

Essential Readings: 

1. Jethwaney Jaishri, Jain Shruti, Advertising Management, Oxford
2. Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai.
3. Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition
4. Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi.
5. Media and Advertising Management, ICFAI University Press (ICFAI Books)
6. Manenedra Mohan, Advertising Management, Tata McGraw-Hill
7. Duncan Tom, Principles of Advertising and IMC , Tata McGraw – Hill
8. Clow Kenneth E, Baack Donald, Integrated Advertising Promotion and Marketing Communication, Prentice-Hall of India, New Delhi.
9. Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi
10. Clow Kenneth E, Baack Donald, Integrated Advertising Promotion and Marketing Communication, Prentice-Hall of India, New Delhi

References: 

1. Zeigler, Sherilyn K., Winter, Wills L. and Wright John S., Advertising,
2. Kazmi SHH and Batra Satish K, Advertising and Sales Promotion, New Delhi
3. Mishra M.N., Sales Promotion and Advertising Management, Himalaya Publishing House, Mumbai.
4. Schiffman, Leon G. and Kanuk, Leslie Lazar, Consumer Behaviour, Pearson Education, New Delhi.
5. Gordon Hershell Lewis, The Complete Advertising and Marketing Handbook, East-West Publisher.
6. Reinventing Advertising, ICFAI University Press (ICFAI Books).
7. Media and Advertising Management, ICFAI University Press(ICFAI Books)
8. Manenedra Mohan, Advertising Management, Tata McGraw-Hill
9. Horacio Albano, Advertising Principles and Practice, Parson Education
10. Indian Journal of Marketing.
11. The ICFAI Journal of Brand Management,ICFAI University Press(Hyderabad).
12. ICFAI Journal of Management Research, ICFAI University Press (Hyderabad).
13. The Indian Journal of Commerce (ICA), Indian Commerce Association.
14. VIKALPA, IIM-Ahmadabad.
15. Business Perspectives , Birla Institute of Management Technology(Noida)
16. Vidura, Press Institute of India.
17. Media Mimansa, Makhanlal Chaturvedi National University of Journalism,Bhopal.
18. Pitch, Monthly Magazine, Advert Web Solutions Pvt. Ltd.
19. Communications Today, Monthly Magazine, ADI Media.
20. 4Ps, Academic Journal, IIPM.
21. Advertising Express, Magazine, ICFAI University Press.