Advertising Media & Media Planning

Paper Code: 
ABM 301
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcomes

Learning and teaching strategies

Assessment

Strategies

  
 

On completion of this course, the students will be able to;

 

CO29: Develop an advertising plan and present and defend it persuasively

CO30: Identify various types of media;

CO31: Describe and analyze/measure and assess the relevant terminologies related to media aspects, legal issues, ethical challenges;

CO32: Develop advertising media planning strategies

 

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 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

 

9.00
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: 
  • 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.
  • Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi 9th edition, 2018.

 

References: 
  • 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
  • Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd.
  • Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill
  • Namakumari & Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.
  • Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi 2013, 9th edition
  • Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing ,Tata Mc Graw Hill Education Pvt. Ltd 2010
  • Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing: Text and Cases, Tata Mc. Graw Hill Education Pvt. Ltd. 2009

 

E resources

 

 

Journals

  • Journal of Marketing
  • Marketing Management

 

Academic Year: 
2022-2023
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