Basics of Advertising

Paper Code: 
MAM 126
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

  1. The basic purpose of this course is to develop an insight in the field of advertising management so as to equip the student with basic knowledge required for advertising decision making.

Course Outcomes (COs): 

Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code-

Paper Title

CO 26: Understand what advertising is and its role in advertising and brand promotion and the economic effects of advertising.

CO 27: Understand the structure of the advertising industry.

CO 28: Be able to identify, analyze, and evaluate the advertising world

CO 29: To gain the in-depth knowledge of the advertising environment.

CO 30: Understand the current trends in advertising.

 

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study, Demonstration.

 

 

Learning activities for the students:

Self-learning assignments, presentations, practical exercises

Class test, Semester end examinations, Quiz, Assignments, Presentation, Peer Review

MAM 126

 

Basics of Advertising

 

 

 

 

12.00
Unit I: 
Introduction to Advertising

Definition, Meaning of advertising, Objectives/Functions of Advertising, Other promotional Tools: Publicity, Sales promotion, Personal Selling and Public Relation

12.00
Unit II: 
Theories of Advertising

Theories of Advertising (The Stimulus Response Theory and AIDA, The DAGMAR Model, Cognitive Dissonance Theory), Response Hierarchy Model- (Hierarchy of effects model, Innovation Adoption Model, Communication Model), Means End Theory (Leverage Points)

12.00
Unit III: 
Advertising Agency

Organizational Structure of Advertising Department, Centralization and Decentralization of AdvertisingActivities, Functions of Advertising Department, Organization of Agencies (Accounts Executive, Media Planning and Creative)
Client-Agency Relationship:Selection of an Advertising Agency, Agency Compensation (Commission system, Fee Systemand Service charges)

12.00
Unit IV: 
Advertising and Society

Ethical Issues in Advertising, Social Criticism of Advertising, Advertising Statutory Bodies in India, Role of AAAI and ASCI.

12.00
Unit V: 
New Trends in Advertising

Green Marketing, Digital Marketing, Omni channel advertising, Outstream videos, Remarketing

Essential Readings: 

• Chunawala S.A., Sethia K.C., Foundations of Advertising Theory andPractice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication 2015.
• JethwaneyJaishri, Jain Shruti, Advertising Management, Oxford University Press, Second edition, 2012.
• Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition, 2009.
• Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi 7th Edition.
• Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India,5th Edition, New Delhi, 2009.
• Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, 9th Edition, New Delhi 2003.

Academic Year: 
2020-2021
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