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Advertising
Paper Code:
JMC 402
Credits:
4
Contact Hours:
60.00
Max. Marks:
100.00
15.00
Advertising-Definition & Meaning; Evolution and Development; Publicity, Propaganda and Advertising; Limitations of Advertising; Need and Functions of Advertising.
15.00
Classification of Advertising on the basis of Coverage; Target Audience; Media Functions and Advertisement Stages.
10.00
Advertising Approaches- Unique Selling Proposition; Emotional Advertising; Social/Public Advertising.
10.00
Brand Management – Definition; Concepts of Brand Management; Components of a Brand; Brand Equity; Brand Image and Personality.
10.00
Advertising and Society – Ethics, Regulations and Social Responsibility.
References:
References:
- Aakar, DavidA., Rajeev Batra and John G. Myers, Advertising Management, Prentice-Hall, New Delhi.
- Sengupta, Subroto, Brand Positioning, Tata McGraw Hill Publishing Co., New Delhi.
- Rege, G.M., Advertising Art and Ideas, Kareer Institute, Mumbai.
- Caples, John, Tested Advertising Methods, Harper & Bros, New York.
- William Wells, John Burnett, Sandra Moriarty, Advertising : Principles and Practice, Pearson Prentice Hall.
- Harriosn, Tony (Ed.), A Handbook of Advertising Techniques, Kogan Page, London.
- K. Chandrakandan, Noorjehan A.K. Hanif, N. Balasubramani, C. Karthikeyan. Art & Sciece of Advertising, RBSA Publishers, Jaipur.
Academic Year:
