Coming soon
Advertising Research and Regulations
To give students in depth knowledge of various aspects of advertising research and issues pertaining the regulation of advertising industry.
Classification of Marketing Research
• Consumer Research – Meaning and Scope, Functions of consumer Research, Techniques of Prospecting, Methods of Prospecting, Pre Approach
• Product Research – Meaning and Scope, Product analysis, Testing the product, Packing Consideration
• Media Research – Measuring message delivery
• PR Research
Advertising Research
• Introduction
• Difference between advertising and Marketing Research
• Pre and Post Tests
• Testing of Concepts and Creative Strategies
PACT Test
Copy Testing to predict communication effects - Attention, Brand Awareness and Knowledge, emotional Responses and Physiological Responses
Tools used to measure persuasion – Theatre test
Advertising Regulation
• Govt. regulation in India, Self regulation in India (Code of conduct of the ASCI)
• Advertisements and the law
• Advertising Agencies of India Code of Standards
Ethical aspects of Advertising
Advertising and intellectual property rights
Concept and principles of IP, Types of IP; Indian IP system, Subject Matter of IP Protection,
Patentability requirements and prior-art searches,
concept of trademark and its utility in advertising and brand management, Procedure for registering a trademark, deceptive similarity, generalization of the brand name
1. Jethwaney Jaishri, Jain Shruti, Advertising Management, Oxford
2. Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai.
3. Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition
4. Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi.
5. Media and Advertising Management, ICFAI University Press (ICFAI Books)
6. Manenedra Mohan, Advertising Management, Tata McGraw-Hill
7. Duncan Tom, Principles of Advertising and IMC , Tata McGraw – Hill
8. Clow Kenneth E, Baack Donald, Integrated Advertising Promotion and Marketing Communication, Prentice-Hall of India, New Delhi.
9. Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi
10. Clow Kenneth E, Baack Donald, Integrated Advertising Promotion and Marketing Communication, Prentice-Hall of India, New Delhi
1. Zeigler, Sherilyn K., Winter, Wills L. and Wright John S., Advertising,
2. Kazmi SHH and Batra Satish K, Advertising and Sales Promotion, New Delhi
3. Mishra M.N., Sales Promotion and Advertising Management, Himalaya Publishing House, Mumbai.
4. Schiffman, Leon G. and Kanuk, Leslie Lazar, Consumer Behaviour, Pearson Education, New Delhi.
5. Gordon Hershell Lewis, The Complete Advertising and Marketing Handbook, East-West Publisher.
6. Reinventing Advertising, ICFAI University Press (ICFAI Books).
7. Media and Advertising Management, ICFAI University Press(ICFAI Books)
8. Manenedra Mohan, Advertising Management, Tata McGraw-Hill
9. Horacio Albano, Advertising Principles and Practice, Parson Education
10. Indian Journal of Marketing.
11. The ICFAI Journal of Brand Management,ICFAI University Press(Hyderabad).
12. ICFAI Journal of Management Research, ICFAI University Press (Hyderabad).
13. The Indian Journal of Commerce (ICA), Indian Commerce Association.
14. VIKALPA, IIM-Ahmadabad.
15. Business Perspectives , Birla Institute of Management Technology(Noida)
16. Vidura, Press Institute of India.
17. Media Mimansa, Makhanlal Chaturvedi National University of Journalism,Bhopal.
18. Pitch, Monthly Magazine, Advert Web Solutions Pvt. Ltd.
19. Communications Today, Monthly Magazine, ADI Media.
20. 4Ps, Academic Journal, IIPM.
21. Advertising Express, Magazine, ICFAI University Press
