Fundamentals of Advertising

Paper Code: 
ABM 201
Credits: 
3
Contact Hours: 
45.00
9.00
Unit I: 
Introduction to 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

7.00
Unit II: 
Advertising & Society

- Social impacts of Advertising
- Economic Impacts of Advertising

10.00
Unit III: 
Types of Advertising- I

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

10.00
Unit IV: 
Types of Advertising- II

- Product : Consumer, Industrial (Business to Business)
- Product Life Cycle: Pioneering, Competitive and Retentive Advertising
- Public Relation Advertising : Institutional, Political, Advocacy, Public Service Advertising
- Media: Press, Outdoor, Radio, TV, On line etc.
- Comparative and Competitive Advertising
Advertorial, Surrogate, Subliminal & Farm
Advertising

9.00
Unit V: 
Advertising Communication Models

- DAGMAR Approach
- Response Hierarchy Model- (AIDA Model, Hierarchy of effects model, Innovation Adoption Model, Communication Model)

Essential Readings: 

1. Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai.
2. Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi.
3. Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi
4. Jethwaney Jaishri, Jain Shruti, Advertising Management, Oxford

References: 

1. Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi
2. Clow Kenneth E, Baack Donald, Integrated Advertising Promotion and Marketing Communication, Prentice-Hall of India, New Delhi
3. Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition

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