Basics of Advertising

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

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.

 

Learning outcomes: On completion of this paper/course student should be able to-

Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

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.

 

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

 

12.00

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

12.00

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

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)

12.00

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

12.00

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: