Coming soon
Advertising
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.
Course Outcome (COs):
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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JMC 422 |
Advertising |
CO93:Students would learn about advertising and its basic concepts. CO94:Students would know the role and importance of advertising in media. CO95:Students will have the knowledge about self-employment. CO96:Students would know about advertising agencies. CO97:Students would know about the advertising industry and its functioning.
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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
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Continuous Assessment Test Semester end examination
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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.
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
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.
Creative Strategy- USP Planning and Development and Evaluating Advertising Effectiveness. Advertising appeals, its type and importance. AIDA and DAGMAR Approach
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)
1. Advertising, Ahuja (2011). Chhabra, Surjeet Publications, New Delhi
2. Advertising (1994). Frank Jefkins, Macmillian India Ltd.
3. Advertising at a Glance (2012). Manukonda,Rabindranath,New Delhi : DPS Publishing House,
4. Advertising Management (2012). Singh,New Delhi : Anmol Publications,
5. Advertising Media and Sales Promotion (2017). T.K Jain. Madhvi Singh, Garima Publication,
6. Advertising Media Planning: A Brand Management Approach (2004, 2015). Larry D. Kelley, Donald W. Jugenheimer; Prentice Hall of India, New Delhi
7. Advertising: Modern Methods (2010). R.K. Tailor; Aavishkar Publishers, Jaipur
8. Advertising: Principles and Practice (2003). William Wells; John Burnett, Pearson Education, Delhi, India
9. Advertising Promotion and Integrated Marketing Communications (2015). Sandra Moriarty, Terence A Shimp, Cengage Publications, New Delhi
10. Advertising & Public Relations (2013). Ahuja ; Chhabra, Surjeet Publication, New Delhi,
11. Advertising Regulations (2003). S.S. Kaptan, Sarup & Sons Publication, New Delhi
12. Advertising Research (2014). Dilip B. Joshi, Paradise Publishers, Jaipur
13. Advertising & Sales Promotion (2001), S H H Kazmi, Satish K Batra,; Excel Books, New Delhi
