Advertising (Practical)

Paper Code: 
DJMC603B
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives

 

This course will enable the students to develop foundational knowledge and skills in brand management, exploring effective branding strategies aligned with organizational goals. Students will learn to develop brand positioning strategies, articulate brand values, and execute advertising campaigns across radio, television, and online platforms.

 

Course Outcomes (COs): 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course

Title

24DJMC 603B

Advertising

(Practical)

CO252: Develop brand and the elements of a brand and analyse the characteristics and challenges of a brand. 

CO253: Develop branding strategies such as lining strategy and range strategy, as well as understanding multi-branding and mixed branding approaches.

CO254: Explore the process of identifying and establishing brand positioning, as well as defining and implementing brand values to enhance brand perception and resonance.

CO255: Develop and execute brand advertising campaigns for radio, television, and online mediums. 

CO256:  Analyse case studies of brands and present their findings through comprehensive PowerPoint presentations. 

CO257: Contribute effectively in course-specific interaction.

Approach in teaching:

Discussion, Demonstration, Action Research, Project, Field Trip

 

Learning activities for the students:

Field activities, Simulation, Presentation, Giving tasks

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects, Software learning, producing advertisements for different platforms

 

12.00
Unit I: 
Brand Development and Management
  • Developing a Brand- Meaning, Characteristics 
  • Elements of Brands- Name, Logo, Tag Line 
  • Branding Challenges and Opportunities 
12.00
Unit II: 
Strategic Brand Building
  • Developing Branding Building Strategies: Lining Strategy and Range Strategy 
  • Multi Branding Strategy, Mixed Branding Strategy
12.00
Unit III: 
Brand Positioning and Values
  • Developing Brand Positioning and Values: Identifying and establishing Brand Positioning
  • Positioning Guidelines; Defining and Establishing Brand Values
12.00
Unit IV: 
Brand Campaigning Across Electronic Platforms
  • Developing Ad-campaign of the Brand in Electronic Medium- Radio, Television, Online Medium
12.00
Unit V: 
Analysing Brands Through Case Studies
  • Case Study of Brands and Power Point Presentation
Essential Readings: 
  • Advertising Media Planning: A Brand Management Approach (2004, 2015). Larry D. Kelley, Donald W. Jugenheimer, Prentice Hall of India, New Delhi
  • Advertising: Modern Methods (2010). R.K. Tailor; Aavishkar Publishers, Jaipur
  • Advertising: Principles and Practice (2003), William Wells; John Burnett, Pearson Education, Delhi, India
References: 

Suggested Readings:

 

  • Advertising Promotion and Integrated Marketing Communications (2015). Sandra Moriarty, Terence A Shimp, Cengage Publications, New Delhi.
  • Advertising & Public Relations (2013). Ahuja; Chhabra, Surjeet Publication, New Delhi,
  • Advertising Regulations (2003). S.S. Kaptan, Sarup& Sons Publication, New Delhi 
  • Advertising Research (2014), Dilip B. Joshi, Paradise Publishers, Jaipur

 

E- Resources:

 

Academic Year: 
2024-2025
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