ADVANCED ADVERTISING MANAGEMENT

Paper Code: 
24MAM325
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable students to analyse advanced advertising strategies and tactics for effectively managing advertising campaigns in today's competitive marketplace.

 

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching

strategies

Assessment Strategies

Course Code

Course title

 

 

 

 

 

 

 

 

 

 

 

 

 

24MAM325

 

 

 

 

 

 

 

 

 

 

 

 

Advanced Advertising Management (Theory)

CO295: Evaluate the effectiveness of different advertising appeals .

CO296:  Examine advertising designs using message strategies and executional frameworks.

CO297: Assess the unique characteristics of rural markets, consumer behaviour, and effective marketing.

CO298: Analyse the legal and ethical boundaries of advertising.

 

CO299: Evaluate the  advertising regulations and ethical considerations to ensure responsible advertising practices.

CO300: Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study, Demonstration

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

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

 

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: 
  • 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)

 

References: 

Suggested readings

  • Advertising : What Everyone Needs to know, Einstein,Mara, OUP USA (28 September2017)
  • Advertising Management, Annamalai, Priya, Rajat Publications (1 January 2012)
  • Advertising and Personal Selling, Rajput,Namita, Himalaya Publishing House (1 January2010)
  • 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)

E resources

  • Shodhganga
  • National Digital Library

Journals

  • Journal of Marketing
  • Marketing Management

 

Academic Year: 
2024-2025
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