Objective: 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 |
Course outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code- |
Paper Title |
CO 31.To evaluate the role of advertising and brand promotion and their economic effects. Understand the structure of the advertising industry. CO 32.To evaluate the structure of the advertising industry. CO 33.Be able to identify, analyze, and evaluate the advertising world. CO 34.To gain the in- depth knowledge of the advertising environment. CO 35.Test the role of current trends in advertising. CO 36.Analyse the knowledge, concepts, tools necessary to overcome challenges, and issues of marketing in a changing technological landscape.
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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 |
Introduction to Advertising: Definition, Meaning of advertising, Objectives/Functions of Advertising, Other promotional Tools: Publicity,
Sales promotion, Personal Selling and Public Relation
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)
Advertising Agency: Organizational Structure of Advertising
Department, Centralization and Decentralization of Advertising Activities, Functions of Advertising Department, Organization of 12
Agencies (Accounts Executive, Media Planning and Creative)
Client-Agency Relationship:Selection of an Advertising Agency, Agency Compensation (Commission system, Fee Systemand Service charges)
Advertising and Society: Ethical Issues in Advertising, Social Criticism of Advertising, Advertising Statutory Bodies in India, Role of AAAI and
ASCI.
New Trends in Advertising: Green Marketing, Digital Marketing, Omni
channel advertising, Outstream videos, Remarketing