Advertising

Paper Code: 
JMC 123
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives: 

 

This course will enable the students to –

 

  • Evaluate the concept of advertising and strategies involved in the process of advertising.
  • Examine the structure and working of an advertising agency.
  • Create the concept of branding, and advertising research.
  • Analyse the statutory bodies and ethics of advertising.

 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper   Code

Paper Title

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.

 

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: 
I
  • 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.
15.00
Unit II: 
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, Data Analytic Tools
10.00
Unit III: 
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: 
IV
  • 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 Fault lines

 

8.00
Unit V: 
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: 

Suggested Reference Books:

  • 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.AavishkarPublishers.
  • Moriarty, S. (2015). Advertising Promotion and Integrated Marketing Communications. New Delhi. Cengage Publications.

 

Suggested Text Books:

  • 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

 

References: 

E-Resources:

 

Reference Journals:

  • Media Watch
  • The Indian Journal of Mass Communication and Journalism
  • Journal of Media and Communication
  • Amity Journal of Media and Communication Studies
  • International Journal of Communication
  • Critical Studies in Media Communication

 

Academic Year: 
2023-2024
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