BASICS OF ADVERTISING

Paper Code: 
24MAM321
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable students to gain insight into the field of advertising management and provide them with the fundamental knowledge necessary for making advertising decisions.

 

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course title

24MAM321

Basics of Advertising (Theory)

CO271:  Analyse          the objectives,          and functions of advertising, as well as evaluate various promotional tools

CO272:  Evaluate          various theories and models of advertising.

CO273:  Evaluate best    agency          structure, client

relationship & compensation for a specific campaign considering strengths/weaknesses & industry

practices

CO274: Appraise the ethical issues and social critiques

in Indian advertising by appraising the efficacy of regulatory bodies (AAAI & ASCI).

CO275: Implement the integrated advertising campaign using new trends in advertising

CO276: 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

exercises

Class test,

Semester end

examinations,

Quiz,

Assignments,

Presentation,

Peer Review

 

12.00
Unit I: 
Introduction to Advertising

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: 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

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

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

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: 
  • 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 and Practice,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.

 

References: 

Suggested readings

  • Advertising and Sales Management, Trehan, Mukesh, V K Publications (1 December2008)
  • Advertising and Sales Promotion, Jain,T.K., Garima Publications 2019
  • Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw HillPublishingLtd, 9th Edition, New Delhi 2003.
  • Advertising Management, Poonia,Virender, Gen Next Publication (1 January 2010)

E resources

Journals

  • Indian Journal of Marketing
  • Journal of Marketing

 

Academic Year: 
2024-2025
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