Advertising

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

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.

Course Outcome (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper   Code

Paper Title

JMC

422

Advertising

CO98:Students would learn about advertising and its basic concepts.

CO99:Students would know the role and importance of advertising in media.

CO100:Students will have the knowledge about self-employment.

CO101:Students would know about advertising agencies.

CO102:Students would know about the advertising industry and its functioning.

 

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

 

Continuous Assessment Test

Semester end examination

 

 

12.00
Unit I: 
Unit I

Definitions: Meaning, Genesis of advertising, Relevance of advertising in the marketing mix, Classification of advertisements, Various media for advertising, Socio-Economic effects of advertising, Statutory  bodies in advertising AAAI,ASCI, ASCI and  Code of Conduct.

 

 

 

 

15.00
Unit II: 
Unit II

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

10.00
Unit III: 
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: 
Unit IV

Creative Strategy and Appreciation; Brand Management;USP Planning ; Ideation and Brainstorming and 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.

8.00
Unit V: 
Unit V

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).

Essential Readings: 
  1. Chhabra,A. (2011). Advertising. New Delhi.SurjeetPublications.
  2. Chhabra, A. (2013). Advertising & Public Relations. New Delhi.Surjeet Publication.
  3. Donald, W.(2015).  Advertising Media Planning: A Brand Management Approach. New Delhi.Prentice Hall.
  4. Tailor, R.K. (2010). Advertising: Modern Methods. Jaipur.AavishkarPublishers.
  5. Moriarty, S. (2015). Advertising Promotion and Integrated Marketing Communications. New Delhi. Cengage Publications.
  6. Rabindranath, M.(2012). Advertising at a Glance. New Delhi: DPS Publishing House.
  7. Wells, W.(2003). Advertising: Principles and Practice.New Delhi, India.Pearson Education.
  8. Ogilvy, D.(1997).Advertising. London. Prion Books.
  9. Chunalwalla. (2015).Advertising,Sales & Promotion Management.New Delhi. Himalayan Publication Houses

 

References: 
  1. Kaptan, S.S. (2003). Advertising Regulations.New Delhi.Sarup& Sons Publication.
  2. Joshi, D. B.(2014). Advertising Research. Jaipur.Paradise Publishers.
  3. Kazmi, S.and Satish, K. (2001). Advertising & Sales Promotion. New Delhi.Excel Books.
  4. Jain, S. (2012) Advertising Management.New Delhi.Oxford. University Press.

 

Academic Year: 
2020-2021
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