Coming soon
Basics of Advertising Management
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.
Fundamentals of Marketing
• Emergence of Marketing
• Role of Advertising in Marketing
• Marketing Communication
• Marketing Mix
Marketing management
• Marketers and Prospects
• Core concepts of Marketing
• Marketing Philosophies
• Difference between Selling and Marketing
• Consumer value, satisfaction and loyalty
Elements of a Marketing Plan
• Situation Analysis
• Marketing Objectives
• Marketing Strategy
• Action Programme
Advertising: Principles and Concepts:
• Definition, Meaning, Origin and evolution of advertising
• History and development of Advertising
• Characteristics of Advertising
• Theories of Advertising (The Stimulus Response Theory, The Starch Model 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)
• Functions of Advertising
• Advertising and Society
• A structuring of the issue, Nature and content of Advertising, Effects on values and lifestyles
• Economic effects of advertising
Other tools of Promotional Mix
• Publicity, Sales promotion, Personal Selling and Public Relation
• Comparative Study of Advertising with Sales Promotion, Public Relations, Publicity and Personal Selling.
• Five M’s of Advertising
• Types of Advertising
Advertising Strategy and Planning Process
• Introduction
• Defining Strategy and its role and relevance
Advertising Appropriation and Budgeting:
• Meaning
• Budgetary Process (Preparation, Presentation,
• Execution and Control)
• Factors affecting the budget
Methods of Budget appropriation:
• Percentage of Sales Method
• Objective and Task Method
• Affordability Method
• Competitive Parity Method
• Incremental Concept
Advertising Agency:
• Organizational Structure of Advertising Department
• Centralization and Decentralization of Advertising Activities
• Functions of Advertising Department (Traditional and Modern)
• Evolution of Advertising Agencies
• Functions
• Organization of Agencies (Accounts Executive, Media
• Planning and Creative),
• AAAI (Objectives and Functions)
• Ad Agencies’ Clubs (Elementary Knowledge)
Client-Agency Relationship:
• Principles
• Selection of an Advertising Agency
• Agency Compensation (Commission system, Fee System and
• Service charges)
• Media-Agency Relationship
Advertising Media:
• Role of media in advertising and study their advantages and limitations.
• Print Media: Newspaper and Magazine.
• Broadcast Media: Television and Radio
• Interactive Media: Internet, Social Media
• Support Media: Out Door, Out of home media, Promotional products marketing, Other media (Movie theatres, videos,)
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. Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi
6. Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi
7. 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.
