Advertising Media and Research

Paper Code: 
MAM 426
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;

Approach in teaching:

Interactive Lectures, Group

Discussion, Tutorials, Case Study

Class test, Semester

endexaminations,Quiz,

Assignments, Presentation

CO 1: Evaluate and describe the foundations and characteristics of various types of media.

CO 2: Critically evaluate                                     the terms & glossary associated with media planning.

CO 3: Select the                                    different strategies   associated   with                                    media planning

CO 4: Examine various research related method required at each stage of advertisement.

CO 5: Evaluate media in terms of efficiency.

CO 6: Evaluate need of various mediums of advertising.

 

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

 

 

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: 
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.

 

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

 

References: 
E resources:

 

Journals:
  • Shodhganga
  • Economic Outlook

 

Academic Year: 
2023-2024
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