Advertising Media & Media Planning

Paper Code: 
ABM 301
Credits: 
3
Contact Hours: 
45.00
10.00
Unit I: 
Advertising Media

- Role of media in advertising and study their advantages and limitations.
- Print Media: Newspaper and Magazine.
- Broadcast Media: Television and Radio
- Interactive Media: Internet,E Mail & SMS Advertising
- Support Media: Out Door, Out of home media, Promotional products marketing, Other media (Movie theatres, videos, miscellaneous)

9.00
Unit II: 
Media Planning Process

- Meaning
- Market Analysis
- Identifying the target market and their media habits
- Media Objectives (Recency Theory)
- Factors affecting the media planning

9.00
Unit III: 
Media Strategy I

- Meaning
- Media mix
- Target Market & Geographical Coverage
- Media selection, Media Vehicle
- Media scheduling, Reach & Frequency
- Qualitative aspects of Media Vehicle

9.00
Unit IV: 
Media Strategy II

- Elementary knowledge of Program Rating
(GRP, TRP, TAM)
- Determining the relative cost of media
- Media scene in India
- Media Mix for rural market
- Media placement of internet ads and Social Media Marketing ,Search Engine Optimization.

8.00
Unit V: 
Advertising Regulation

- Ethical aspects of advertising
- Advertising and cultural/Moral values,
- Poor taste & Offensive Advertising
- Gender in Advertising
- Stereotypes
- Targeting Children
- Women in Advertising
- Misleading Claims
- Manipulative Advertising
- Puffery
- Advertising Controversial products
Legal and Social Control on Advertising
- Govt. regulation in India
- Self regulation in India (Code of conduct of the ASCI)

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

Academic Year: 
2016-2017
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