Coming soon
Advertising
This course will enable the students to -
- Understand the concept of advertising and strategies involved in the process of advertising.
- Understand the structure and working of an advertising agency.
- Understand the concept of branding, and advertising research.
- Understand the statutory bodies and ethics of advertising.
Learning Outcome:
1. Students would look into the development of advertising and basic concepts.
2. Students would be able to know about role and importance of advertising in media.
3. Students will have the knowledge of self-employment in advertising industries.
4. Students would know about advertising agencies.
5. Students would know about the challenges in advertising industry and its functioning.
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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JMC 123 |
Advertising |
CO10: Students would look into the development of advertising and basic concepts. CO11: Students would be able to know about role and importance of advertising in media. CO12:.Students will have the knowledge of self-employment in advertising industries. CO13: Students would know about advertising agencies. CO 14: Students would know about the challenges in advertising industry and its functioning.
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Approach in teaching: Lecture cum Discussion Tool (Power Point Presentation) and case study. Lecture cum Discussion Tool and creative ideation practice. Learning activities for the students Self learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical.
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Continuous Assessment Test Semester end examination
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Definitions: Meaning, Genesis of advertising, Relevance of advertising in the marketing mix, Classification of advertisements, Various media for advertising, Fund Allocation and Digital Advertising, Socio-Economic effects of advertising, Statutory bodies in advertising AAAI,ASCI, ASCI and Code of Conduct
Segmentation: Market Segmentation Procedure; Bases of Market Segmentation; Criteria for Successful Segmentation
Targeting: Market Targeting Procedure and Market segment strategies
Positioning: Market Positioning, procedure and Strategies, Perpetual. mapping
Advertising in Digital Age, Data Analytic Tools
Advertising Agency: Management, Departmental structure-accounts, Planning, Creative media planning, Client related issues and the process, Agency-client interface; Agency-media interface Agency revenue sources
Creative Strategy and Appreciation; Brand Management;USP Planning; Ideation and Brainstorming; Development and Evaluating Advertising Effectiveness. Advertising Appeals: Types and Importance. AIDA and DAGMAR Approach, Maslow’s Hierarchy Model; Campaign Planning
Advertising and Social Psychological and Gender perspective, Gender: Equality vs Equity and Faultlines
Advertising Research: Scope and Objectives – Research as a Decision-Making tool.Positioning Research – pre-test, post-test, audience, methods of analyzing research (psychographic/life style research, psycho-physiological research)
- Chhabra,A. (2011). Advertising. New Delhi.SurjeetPublications.
- Chhabra, A. (2013). Advertising & Public Relations. New Delhi.Surjeet Publication.
- Donald, W.(2015). Advertising Media Planning: A Brand Management Approach. New Delhi.Prentice Hall.
- Tailor, R.K. (2010). Advertising: Modern Methods. Jaipur. Aavishkar Publishers.
- Moriarty, S. (2015). Advertising Promotion and Integrated Marketing Communications. New Delhi. Cengage Publications.
- Rabindranath, M.(2012). Advertising at a Glance. New Delhi: DPS Publishing House.
- Wells, W.(2003). Advertising: Principles and Practice.New Delhi, India.Pearson Education.
- Ogilvy, D.(1997).Advertising. London. Prion Books.
- Chunawalla. (2015).Advertising,Sales and Promotion Management.New Delhi. Himalayan Publication Houses
