Advertising

Paper Code: 
JMC 422
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

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.

 

12.00
Unit I: 

Definitions of advertising, relevance of advertising in the marketing mix, classification of advertisements, various media for advertising, socio-economic effects of advertising, open bodies in advertising AAAI, ASCI, ASCI and its code of conduct.

15.00
Unit II: 

Segmentation: Market Segmentation Procedure; Bases of market segmentation; Criteria for successful segmentation

Targeting: Market Targeting Procedure, Market segment strategies

Positioning:  Market Positioning procedure and Strategies. Perpetual mapping

10.00
Unit III: 

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

15.00
Unit IV: 

Creative Strategy- USP Planning and Development and Evaluating Advertising Effectiveness. Advertising appeals, its type and importance. AIDA and DAGMAR Approach

8.00
Unit V: 

Advertising research: scope and objectives – research as a decision making tool. Market

research and advertising research – types of research: target marketing research, positioning research – pre-test research, post test research, audience research, methods of analyzing research (psychographic/life style research, psycho-physiological research)

 

References: 
  1. Aakar, DavidA., Rajeev Batra and John G. Myers. Advertising Management Prentice-Hall, New Delhi.
  2. Sengupta, Subroto, Brand Positioning. Tata McGraw Hill Publishing Co., New Delhi.
  3. Rege, G.M. Advertising Art and Ideas. Kareer Institute, Mumbai.
  4. Caples, John, Tested Advertising Methods. Harper & Bros, New York.
  5. Oglivy, David The Unpublished David Oglivy. Sidgwick and Johnson, London.
  6. Harriosn, Tony (Ed.), A Handbook of Advertising Techniques Kogan Page, London.
  7. Chunnawala, S.A. and K.C. Sethia.  Foundations of Adverting : Theory and Practice. Himalaya Publications, Mumbai.
Academic Year: 
2017-2018
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