The main objective of this course is to provide sufficient confidence in students so that they can rationally decide the basic concepts of media, which media vehicles should be used to deliver the optimum campaign results. The course also covers the various terminologies to be used while learning advertising media.
Course Outcomes (COs):
Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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ABM 301
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Advertising Media & Media Planning (Theory)
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The students will be able to –
CO29: Develop an advertising plan and present and defend it persuasively CO30: Identify various types of media; CO31: Describe and analyze/measure and assess the relevant terminologies related to media aspects, legal issues, ethical challenges; CO32: Develop advertising media planning strategies
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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 |
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 –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
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