ADVERTISING MEDIA AND RESEARCH

Paper Code: 
MAM426
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to explore various advertising media channels, research methods, and their effectiveness in reaching target audiences.

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching

strategies

Assessment Strategies

Course Code

Course title

24MAM426

Advertising Media and Research (Theory)

CO671: Assess  various advertising media channels

CO672:  Formulate objectives and strategies for media planning.

CO673: Evaluate  measurements in television ratings.

CO674: Asess  GRP, gross impressions for scheduling.

 CO675: Analyze advertising research methods

 

CO676: 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: 
Overview of Media

 

Overview of Media :Meaning of Media, Role of media in advertising and study their advantages and limitations of the following: Print Meaning- Factors Affecting Selection of Print Media Decisions , Types of Print Media, Advantages and Limitations, Television- Meaning, Factors Affecting Selection of Television Media Decisions, Advantages and Limitations, Radio- Meaning, Factors Affecting Selection of Radio Media Decision, Advantages and Limitations, Out of Home(OOH)- Meaning, Types of OOH, Factors Affecting OOH Planning Decision, Advantages and Limitations, Special Media-Specialty Advertising

12.00
Unit II: 
Overview of Media Planning

 

Overview of Media Planning: Meaning of Media Planning, Role and Importance of Media in Consumer Buying Decision, Media Objectives and Media Strategies, Media Planning Process, Problems in media planning, Factors Influencing Media Planning Decisions

12.00
Unit III: 
Basic Measurements and Calculations I

 

Basic Measurements and Calculations I:

Basic Measurements: Nielson television Rating: Nielson people meter, Integrated Set Meter, diary Only

12.00
Unit IV: 
Basic Measurements and Calculations II

 

Basic Measurements and Calculations II: Concept of GRP, Gross impression, Reach, frequency, Cost per thousand, Cost per rating, Circulation. Media Timing: Flight, pulsing and Scheduling

12.00
Unit V: 
Advertising Research

 

Advertising Research: Meaning and Scope of Advertising Research, Media Research, Creative Research and Motivational Research.

Pre-test and Post Test: Consumer Jury Test, Portfolio test, Mock magazine Test, Direct questioning Test, Perceptual Meaning Studies (PMS)

Post Test Methods: Coupon and inquiry, Readership survey Test, Attitude Measurement Test Method

  • *Case studies related to entire topics are to be taught
Essential Readings: 

Advertising Media Planning, Jack Zanville Sissors and Roger. B Baren, McGraw-HillEducation; 7th edition, 2010.
Media Planning and Buying Principles and practices in the Indian Context,McGrawHill,ArpitaMenon 2009 ISBN 0071330267.

References: 

Suggested readings:

· Adverting Marketing and Sales Management, Sinha,Sanjeev, swastic publication 2009

· Advertising Media Planning, Sissors,Jack Z, McGraw-Hill Contemporary, 4 edition 2001

· Advertising Media Planning : A Brand Management Approach, Kelley,Larry D, Routledge;4th edition (10 april 2015)

· Advertising and Sales Promotion, Jain,T.K, Garima publication, 2019

E resources:

· Proquest, www.search.proquest.com

· ACM Digital Library, acm.org

Journals:

· Shodhganga

Economic Outlook

Academic Year: 
2024-2025
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