Advertising Management

Paper Code: 
ABM 401
Credits: 
3
Contact Hours: 
45.00
9.00
Unit I: 
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

- 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

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

9.00
Unit IV: 
Advertising Budget

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

8.00
Unit V: 
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

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