Coming soon
Fundamentals of Advertising
Brief History and development of Advertising, Five Players of Advertising (Wells Burnett), Five M’s of Advertising, Consumer orientation & Advertising, Roles/Functions of Advertising, Essentials of Effective Advertising
Various kinds of advertising depending upon –
Area Coverage: Local, Retail, Regional, National, International and Global.
Target Audience: Consumer, Industrial, Trade, Professional and Financial Advertising
Functions : Direct and Indirect advertising, Action advertising, Primary and Selective advertising, Push and Pull Advertising
Product : Consumer, Industrial (Business to Business)
Product Life Cycle: Pioneering, Competitive and Retentive Advertising
Public Relation Advertising : Institutional, Political, Advocacy, Public Service Advertising
Comparative and Competitive Advertising
Advertorial, Surrogate, Subliminal, Advertising
Definition of IMC, Role of IMC, Promotional Mix-tools for IMC (Public Relations, Sales promotions, Personal Selling and Direct marketing)
DAGMAR Approach, Response Hierarchy Model- (AIDA Model, Hierarchy of effects model, Innovation Adoption, Model, Communication Model), Heightened Appreciation Model, Advertising Exposure model
Viral Marketing, Word-of mouth marketing/ Guerilla Marketing, In-store, marketing/Promotional Product Marketing
• Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication 2006.
• Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi 10th Edition 2018.
• Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi, 2009, 5th Edition.
• Jethwaney Jaishri, Jain Shruti, Advertising Management, Oxford University Press, 2006
• Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi 9th edition, 2018.
