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: Pulsing, Flighting and Continuity, Reach & Frequency, Qualitative aspects of Media Vehicle,

9.00
Unit IV: 
Media Strategy II

BARC, Online Analytics , Elementary knowledge of Program Rating (GRP, TRP, TAM, TVT, RAM), Determining the relative cost of media, Media Mix for rural market, Media placement of internet ads and Social Media Marketing, Optimization marketing, Readership Survey), Media scene in India

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: 

• Advertising Media Planning, Jack Zanville Sissors and Roger. B Baren, McGraw-Hill Education; 7th edition.
• Media Planning and Buying Principles and practices in the Indian Context, Mc GrawHill, Arpita Menon 2009 ISBN 0071330267, 9780071330268.
• 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.

Academic Year: 
2019-2020
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