Advertising Management

Paper Code: 
ABM 401
Credits: 
3
Contact Hours: 
3.00
Max. Marks: 
100.00
Objective: 

This course aims at providing students the framework and knowledge with which to make more effective advertising decisions, and to communicate some of the excitement and vitality, as well as the challenges that characterize advertising business.

 

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

 

 

 

 

 

ABM 401

 

Advertising Management

(Theory)

 

 

 

 

 

 

The students will be able to –

 

CO43: Discuss the role of the advertising agency and its client relationships

CO44: Understand and comprehend the advertising department and its structure in an organization.

CO45: Identify various methods of budgeting methods and its process in detail.

CO46: Know the current trends in advertising

 

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

 

Learning activities for the students:

Self learning assignments, Effective questions, Giving tasks

Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects

 

 

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)

9.00
Unit II: 
Advertising Agency

Evolution of Agencies, Types of Agencies, Functions, Organization of Agencies (Accounts Executive, Media Planning and Creative), AAAI (Objectives and Functions), Ad Agencies’ Clubs (Elementary Knowledge), Top advertising Agencies, Eminent Personalities in Advertising

9.00
Unit III: 
Client-Agency Relationship

Principles, Selection of an Advertising Agency, Agency Compensation (Commission system , Fee System & Service charges), Pay Per click, Profit Sales Sharing

9.00
Unit IV: 
Advertising Budget

Meaning, Budgetary Process (Preparation, Presentation, Execution & Control), Factors affecting the budget
Methods of Budget appropriation:
Percentage of Sales Method, Objective and Task Method, Affordability Method, Competitive Parity Method, Incremental Concept

9.00
Unit V: 
Current Trends in Advertising

Omni-channel marketing, Outstream Videos, Remarketing, Agile Marketing

Essential Readings: 
  • Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication 2006.
  • Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi 10th Edition 2018.
  • Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi, 2009, 5th Edition.
  • Jethwaney Jaishri, Jain Shruti, Advertising Management, Oxford University Press, 2006
  • Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi, 2018,  9th Edition
  • Clow Kenneth E, Baack Donald, Integrated Advertising Promotion and Marketing Communication, Prentice-Hall of India, New Delhi
  • Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition

 

 

 

Academic Year: 
2020-2021
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