Coming soon
Advertising Management
The course will enable students to -
- Impart knowledge with respect to the functional aspect of advertising.
- Develop an in-depth understanding of the modern concepts and latest techniques of advertising.
COURSE OUTCOMES(Cos):
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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BSG 421 |
Advertising Management (Theory) |
The students will be able to –
CO 91: Categorize advertising on various basis and linking its importance with customers, ad agency, society and the company.
CO 92: Develop an idea of strategic and tactical level decisions involved in development of an advertisement and its scheduling, copy elements, message design and its evaluation.
CO 93: Devise decisions with respect to the media mix on the basis of advertising budget available and correlate the various factors affecting the advertising budget. CO 94: Value the ethical issues in advertising, criticize and defend the economic as well as social aspects of advertising .
CO 95: Value the role of advertising agency in the formation of an ad . CO 96 : Measure the effectiveness of advertising with the help of various tests, explain the legal aspects of advertising and debate the current trends in the advertising industry. |
Approach in teaching:
Interactive Lectures, Theory supported with companies’ case examples, Class discussions using advertisements from newspapers, magazines, web sources, television etc. , PPT, Sharing web links .
Learning activities for the students:
Self learning assignments, Role plays, presentation, Real life examples from newspapers, business magazines and web sources. case study discussions. |
Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects |
Advertising: Concept, Objectives, Benefits to-Manufacturers, Consumers, Salesman/Distributors & Society , Classification, Functions, Process, Advertising Vs Personal Selling, Advertising Vs Sales Promotion, 5 M’s of Advertising.
Advertising Media: Types, Advantages & Disadvantages. Media Selection, Planning , Scheduling, and Strategy . Creativity in Advertising( Creative Design Process) Advertising Message: Steps for creating advertising message (Concept of Copy, Copy elements (Print, Radio , Television & Social Media), , Copy Writing and Copy Research, Message: Design and Evaluation
Advertising Budget: Concept & Methods ( Percentage of Sales, Competitive Parity, Objective & Task, Affordable, Judgement, Increase over last year’s Budget, Return on Investment, Statistical, Marginal Revenue) , Process, Factors affecting the advertising budget.
Economic and Social Aspects of Advertising
Advertising Agency : Concept, Functions, Benefits ( To Clients & To Media), Types, Selection of an Ad Agency, Organization of Ad Agency , Agency-client relationship, Methods of remunerations to ad agency(Commission System, Fee System, Service Charges). Ad Agency in India
Measuring Advertising effectiveness: Importance, DAGMAR, Various Techniques Pre test Methods (Consumer Jury Test, Trial Area Test, Eye Movement Camera Test, Direct Mail Test, Laboratory Tests, Theatre Test, Advertising Concept) and Post test methods (Recognition test, Association test, Sales Result test, Day after recall test, Inquiry test, Gallup and Robinson Recall Test, Split Run test, Portfolio test) Ethical Issues in Advertising Legal aspects of advertising.
Recent Trends Trends in Advertising
1. Batra R., Myers John G. and Aaker David A., Advertising Management, Pearson Education , Delhi.
2. Chunawalla , S.A., Advertising , Sales and Promotion Management, Himalaya Publishing House Pvt. Ltd., Mumbai.
3. Kazmi, S. H. and Batra, Satish K., Advertising & Sales Promotion, Excel Books, New Delhi.
- Belch, George E.; Belch, Michael A., Advertising and Promotion, McGraw Hill Publishers, New Delhi.
- Clow, Kenneth E.; Baack, Donald E, Integrated Advertising, Promotion and Marketing Communications, Pearson Education,
- Mathur U.C., Advertising Management-Text and Cases , New Age International Publishers.
- Murthy, S.N. and Bhojanna, U., Advertising: An IMC perspective, Excel Books, New Delhi.
- Hackley, Chris, Advertising, Sage Publications India Pvt. Ltd., New Delhi.
Note: Latest edition of the readings may be used.
