ADVERTISING MANAGEMENT

Paper Code:

CBSG 413

Credits:

Contact Hours:

60.00

Max. Marks:

100.00

Objective:

Course Outcomes (COs):

Course Outcome

Learning and teaching strategies

Assessment Strategies

CO 101: Know the essential definitions concepts, model and various types of advertising

CO 102: Evaluate various advertising message ,and how media planning plays a significant role of it

CO 103: Analyze about advertising budget and role of agencies in advertising

CO 104: Understand about advertising effectiveness and Ethical and Legal Aspects of Advertising in India

CO 105: Examine the relevance of recent trends in advertising and their impact on organisation

Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation) /Discussions

Learning activities for the students:

Role Play activities/ /Group Discussions/ Class presentation

Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams

12.00

Unit I:

Introduction To Advertising

Advertising Definition, Nature and importance;
Functions of advertising,
Advertising campaign planning: meaning, process,
Types of advertising, Advertising objectives,
DAGMAR approach, investment vs. expense approach, 5M model

12.00

Unit II:

Advertising Message & Advertising Media

Advertising Media

Media planning, types of media, Media scheduling, reach, frequency
Factors affecting selection of media

Advertising Message

Advertising appeals, Advertising message
Preparing an effective advertising copy:-Elements of a print copy, Elements of broadcast copy: Radio and television

12.00

Unit III:

Advertising budget And Advertising Agencies

Advertising budget:

Meaning and importance
factors affecting budget, methods of advertising budget

Advertising Agencies

Advertising Agencies Concept
Types of an advertising agency, Functions of an advertising
Agency and Compensation,
Agency-client relationship

12.00

Unit IV:

Advertising Effectiveness

· Measuring advertising effectiveness: meaning, importance

· Advertising effectiveness methods- pre-test and posttest.

· Ethical and Legal Aspects of Advertising in India

Social & Economic Aspects of Advertising in India

12.00

Unit V:

RECENT TREND IN ADVERTISING

Viral advertising, Guerrilla advertising
Agile advertising
Influencer adverting
Social media advertising
Out stream videos

Essential Readings:

Mishra, M. N., Sales Promotion and Advertising Management, Himalaya Publishing House,Mumbai
Chunawalla, S. A., Sethia, K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai

References: