Basics of Advertising

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

Course outcome

Learning andteaching strategies

Assessment

Strategies

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

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
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 Advertising Activities, 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 System and 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
*Case studies related to entire topics are to be taught.

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.

References: 

 Advertising and Sales Management, Trehan, Mukesh, V K Publications (1 December 2008)
 Advertising and Sales Promotion, Jain,T.K., Garima Publications 2019
 Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, 9th Edition, New
Delhi 2003.
 Advertising Management, Poonia,Virender, Gen Next Publication (1 January 2010)

Academic Year: 
2022-2023
  • Printer-friendly version
  • PDF version