ADVANCED ADVERTISING MANAGEMENT

Paper Code: 
MAM 325
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course outcomes

Learning and teaching strategies

Assessment

Strategies

On completion of this course, the students will be able to;

CO 1: Determine, analyze and respond to clients' advertising and marketing communications objectives by applying principles of marketing and communications.

CO 2: Analyse the advertising and marketing communications material in compliance with current Canadian legislation, industry standards and business practices.

CO 3: Create creative solutions to address advertising and marketing communications challenges.

CO 4: Plan, implement, monitor and evaluate projects by applying principles of project management.

CO 5: Analyse all work in a professional, ethical and timely manner.

CO  6:   Analyse   the   confluence   of

advertising in the advertising world.

Approach in teaching:

 

Interactive                        Lectures,

Group                     Discussion, Tutorials, Case Study

 

Learning activities for the students: Self- learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

12.00
Unit I: 

Advertising Appeals: Fear, Humor, Sex, Music, Rationality, Emotions, Scarcity, International Implications

 

 

12.00
Unit II: 

Advertising Design

Advertising Design: Message Strategies; Cognitive, Affective, Conative Strategies

Executional Framework; Animation, Slice of Life, Testimonials Authoritative, Demonstration, Fantasy, Informative

 

12.00
Unit III: 

Rural Advertising

Rural Advertising: Fundamental Nature of Rural Market, Understanding the rural mind and buying process, Advertising and Marketing in Rural Areas, Innovative Use of Media in Rural Areas, The Size of Rural Market, Promising Growth

 

12.00
Unit IV: 

Advertising Regulations

Advertising Regulations: Deception, Puffery and Substantiation. Marketing and Ethics, Responding to ethical challenge

 

12.00
Unit V: 

Regulations and ethical Concerns

Regulations and ethical Concerns: ASCI (Role and Responsibility) Products and Services Banned from Advertising,

Regulations Related to Product and Service Advertising,

Regulation Related to advertising Methodology: Children, Comparative advertising, Deceptive and misleading, Surrogate advertising, Advertorials and Disguised Ads, False advertising, “Free” Gifts/Samples, Free Speech

 

*Case studies related to entire topics are to be taught.

 

Essential Readings: 
Essential readings
  • Integrated Advertising, Promotion, and Marketing Communications. Front Cover. Kenneth E. Clow, Donald Baack. Prentice Hall, 2002 - Business & Economics.
  • Sales and advertising management, G.S. Sudha, RBD publication, reprinted 2021-2022
  • Foundations of Advertising Theory & Practice, Chunawalla, S.A, Himalaya Publishing House (3 October 2016)
  • Advertising Management : Concepts and Cases, Mohan,Manendra, McGraw Hill Education; 1st edition (1 July 2017)

 

Suggested readings
  • Advertising : What Everyone Needs to know, Einstein,Mara, OUP USA (28 September 2017)
  • Advertising Management, Annamalai,Priya, Rajat Publications (1 January 2012)
  • Advertising and Personal Selling, Rajput,Namita, Himalaya Publishing House (1 January 2010)
  • Advertising and Promotion  :  An  Integrated  Marketing  communication  perspective,  Belch,George E, McGraw-Hill Education; 9th edition (16 August 2011)
  • Integrated Advertising, Promotion and Marketing communication, Clow,Kenneth E., Pearson; 7th edition (27 December 2014)

 

References: 
E resources
  • Shodhganga
  • National Digital Library

 

Journals
  • Journal of Marketing
  • Marketing Management

 

Academic Year: 
2023-2024
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