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 |
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Paper Code |
Paper Title |
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ABM 401
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Advertising Management (Theory)
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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
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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 |
Advertising Manager, Organizational Structure of Advertising Department, Centralization and Decentralization of Advertising, Activities, Functions of Advertising Department (Traditional and Modern)
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
Principles, Selection of an Advertising Agency, Agency Compensation (Commission system , Fee System & Service charges), Pay Per click, Profit Sales Sharing
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
Omni-channel marketing, Outstream Videos, Remarketing, Agile Marketing