Basics of Advertising

Paper Code: 
MAM 321
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course outcome

Learning andteaching

strategies

Assessment

Strategies

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

CO 1: To evaluate the role of advertising and brand promotion and their economic effects.                  Understand                  the structure of the advertising industry.

CO 2: To evaluate the structure of the

advertising industry.

CO 3: Be able to identify, analyze, and evaluate the advertising world.

CO 4: To gain the in- depth knowledge of the advertising environment.

CO 5: Test the role of current trends in advertising.

CO 6: Analyse the knowledge, concepts, tools               necessary              to                   overcome challenges, and issues of marketing in

a changing technological landscape.

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

Learning activities for the students:

Self-learning assignments, presentations, practical exercises

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

 

12.00
Unit I: 

Introduction to Advertising: Definition, Meaning of advertising, Objectives/Functions of Advertising, Other promotional Tools: Publicity,

Sales promotion, Personal Selling and Public Relation

 

12.00
Unit II: 

Theories of Advertising: Theories of Advertising (The Stimulus Response Theory and AIDA, The DAGMAR Model, Cognitive Dissonance Theory), Response Hierarchy Model- (Hierarchy of effects model, Innovation Adoption Model, Communication Model), Means End Theory (Leverage Points)

 

12.00
Unit III: 

Advertising                 Agency: Organizational Structure of Advertising Department, Centralization and Decentralization of Advertising Activities, Functions of Advertising Department, Organization of Agencies (Accounts Executive, Media Planning and Creative)

Client-Agency Relationship: Selection of an Advertising Agency, Agency Compensation (Commission system, Fee System and Service charges)

 

12.00
Unit IV: 

Advertising and Society: Ethical Issues in Advertising, Social Criticism of Advertising, Advertising Statutory Bodies in India, Role of AAAI and ASCI.

 

12.00
Unit V: 

New Trends in Advertising: Green Marketing, Digital Marketing, Omni channel advertising, Outstream videos, Remarketing

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

 

Essential Readings: 
Essential readings
  • Chunawala S.A., Sethia K.C., Foundations of Advertising Theory andPractice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication 2015.
  • JethwaneyJaishri, Jain Shruti, Advertising Management, Oxford University Press,Second edition,  2012.
  • Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition, 2009.
  • Wells William, Burnett, John, Moriarty Sandra, Advertising Principles andPractice, Pearson Education, New Delhi 7th Edition.
  • Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India,5th Edition, New Delhi, 2009.
Suggested readings
  • Advertising and Sales Management, Trehan, Mukesh, V K Publications (1 December 2008)
  • Advertising and Sales Promotion, Jain,T.K., Garima Publications 2019
  • Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw HillPublishing Ltd, 9th Edition, New Delhi 2003.
  • Advertising Management, Poonia,Virender, Gen Next Publication (1 January 2010)

 

References: 
E resources

 

Journals
  • Indian Journal of Marketing
  • Journal of Marketing

 

Academic Year: 
2023-2024
  • Printer-friendly version
  • PDF version