FUNDAMENTALS OF ADVERTISING

Paper Code: 
ABM 201
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcomes

Learning and teaching strategies

Assessment

Strategies

  
 

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

CO14: Analyze the history and basic concepts of advertising;

CO15: Examine advertising's place in the communications mix;

CO16: Comprehend the types of advertising;

CO17: Analyze the aspects related to various models of advertising

CO18: Discuss current trends in advertising.

 

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

 

Learning activities for the students:

Self learning assignments, Effective questions, Giving tasks

Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects

  
 

 

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

Unit II: 
Types of Advertising- I

Various kinds of advertising depending upon –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
MISC: Comparative and Competitive Advertising, Surrogate, Subliminal

Unit III: 
Integrated marketing Communication

Definition of IMC, Role of IMC, Promotional Mix-tools for IMC (Public Relations, Sales promotions, Personal Selling and Direct marketing)

Unit IV: 
Advertising Communication Models

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

Unit V: 
Current Trends in Advertising Sponsorships

Viral Marketing, Word-of mouth marketing/ Guerilla Marketing, In-store, marketing/Promotional Product Marketing

Essential Readings: 
  • 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.

 

References: 
  • 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.
  • Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing ,Tata Mc Graw Hill Education Pvt. Ltd 2010
  • Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing: Text and Cases, Tata Mc. Graw Hill Education Pvt. Ltd. 2009

 

 

E resources

 

 

Journals

  • Journal of Marketing
  • Marketing Management

 

 

Academic Year: 
2022-2023
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