Coming soon
Principles 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
Definition, Meaning of advertising, Objectives/Functions of Advertising, Other promotional Tools: Publicity, Sales promotion, Personal Selling and Public Relation
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)
Organizational Structure of Advertising Department, Centralization and Decentralization of AdvertisingActivities, 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 Systemand Service charges)
Ethical Issues in Advertising, Social Criticism of Advertising, Advertising Statutory Bodies in India, Role of AAAI and ASCI.
Green marketing, Digital marketing, Omni-Channel Advertising, Outstream Videos, Remarketing Advertisements.
• 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.
• Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, 9th Edition, New Delhi 2003.
