Advertising Media and Research

Paper Code: 
MAM 324
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

  1. This course intends to improve students’ knowledge and understanding of the various channels of media and its research.

 

 

Course Outcomes (COs):

Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

CO 106.Identify and describe the foundations and characteristics of various types of media.

CO 107.Critically evaluate the terms & glossary associated with media planning.

CO 108.Comprehend the different strategies associated with media planning.

CO 109.Learn various research related method required at each stage of advertisement.

CO 110.Evaluate media in terms of efficiency

 

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

MAM 324

Advertising Media and Research

 

12.00
Unit I: 
Overview of Media

Overview of Media :Meaning of Media, Role of media in advertising and study their advantages and limitations of the following:Print Meaning- Factors Affecting Selection of Print Media Decisions , Types of Print Media, Advantages and Limitations, Television- Meaning, Factors Affecting Selection of Television Media Decisions, Advantages and Limitations, Radio- Meaning, Factors Affecting Selection of Radio Media Decision, Advantages and Limitations, Out of Home (OOH)- Meaning, Types of OOH, Factors Affecting OOH Planning Decision, Advantages and Limitations, Special Media-Specialty Advertising

12.00
Unit II: 
Overview of Media Planning

Overview of Media Planning: Meaning of Media Planning, Role and Importance of Media in Consumer Buying Decision, Media Objectives and Media Strategies, Media Planning Process, Problems in media planning, Factors Influencing Media Planning Decisions

12.00
Unit III: 
Basic Measurements and Calculations I

Basic Measurements and Calculations I:
Basic Measurements: Nielson television Rating: Nielson people meter, Integrated Set Meter, diary Only, Measuring

12.00
Unit IV: 
Basic Measurements and Calculations II

Basic Measurements and Calculations II: Concept of GRP, Gross impression, Reach, frequency, Cost per thousand, Cost per rating, Circulation. Media Timing: Flight, pulsing and Scheduling

12.00
Unit V: 
Advertising Research

Advertising Research: Meaning and Scope of Advertising Research,,Media Research, Creative Research and Motivational Research.
Pre-test and Post Test: Consumer Jury Test, Portfolio test, Mock magazine Test, Direct questioning Test, Perceptual Meaning Studies (PMS)
Post Test Methods: Coupon and inquiry, Readership survey Test, Attitude Measurement Test Method

Essential Readings: 

• Advertising Media Planning, Jack ZanvilleSissors and Roger. B Baren, McGraw-Hill Education; 7th edition, 2010.
• Media Planning and Buying Principles and practices in the Indian Context, McGrawHill, ArpitaMenon 2009 ISBN 0071330267.

Academic Year: 
2020-2021
  • Printer-friendly version
  • PDF version