Apply Online
IIS University

Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

Psychometric Counselling Tele-Counselling E-mail Counselling Subject Counselling International Admissions
Placement Placements Go Down
Life@IIS Univ Life@IIS Univ Go Down
Academics Go Down
Research Go Down
About-Us Go Down
University Status

Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

Read More

Placements

Excellent education not only imparts knowledge, but also paves the way for a promising and successful career. The Placement Cell at The IIS University has numerous success stories to narrate in this regard...

Read More

Life@IIS Univ

Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with vibrant events and memorable occasions to cherish for a lifetime.

Read More

Academics

Taking the age-old tradition of enlightenment through education forward, The IIS University - in its continuous pursuit of excellence - firmly believes that an institution’s academic profile determines its worth and value. Therefore, on offer are a wide variety of both conventional and contemporary programmes of study.

Read More

Research

To stimulate curiosity and cater to the global needs of a dynamic education, The IIS University - since inception - has been promoting and encouraging research-based experiential learning among all its students.

Read More

About Us

The IIS University, with its perfect amalgamation of innovation, inspiration and synergy, aims to be a model institution for students across disciplines and programmes.

Read More
IIS Univ
  • Admissions

    It is a University which is committed to excellence and overall development of the student...

  • Placements

    Excellent education not only imparts knowledge, but also paves the way for...

  • Life@IIS Univ

    Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with...

  • Academics

    Taking the age-old tradition of enlightenment through education forward,...

  • Research

    To stimulate curiosity and cater to the global needs of a dynamic education,...

  • About Us

    The IIS University, with its perfect amalgamation of innovation, inspiration...

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India

Phone:- +91-141-2400160-61, 2397906-07,

Fax: 2395494,2781158, Toll Free No.: 1800 180 7750

Advertising Management | Business Studies

Advertising Management

Error message

  • Warning: ini_set(): Headers already sent. You cannot change the session module's ini settings at this time in drupal_environment_initialize() (line 691 of /home/iisunivac/public_html/includes/bootstrap.inc).
  • Warning: ini_set(): Headers already sent. You cannot change the session module's ini settings at this time in drupal_environment_initialize() (line 692 of /home/iisunivac/public_html/includes/bootstrap.inc).
  • Warning: ini_set(): Headers already sent. You cannot change the session module's ini settings at this time in drupal_environment_initialize() (line 693 of /home/iisunivac/public_html/includes/bootstrap.inc).
  • Warning: ini_set(): Headers already sent. You cannot change the session module's ini settings at this time in drupal_environment_initialize() (line 698 of /home/iisunivac/public_html/includes/bootstrap.inc).
  • Warning: ini_set(): Headers already sent. You cannot change the session module's ini settings at this time in drupal_environment_initialize() (line 702 of /home/iisunivac/public_html/includes/bootstrap.inc).
Paper Code: 
24BSG421
Credits: 
06
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course will enable the students to explore advertising management comprehensively, covering key aspects such as advertising concepts, media selection, message creation, budgeting, agency collaboration, effectiveness measurement, and ethical considerations, fostering a holistic understanding of the advertising landscape.

Course Outcomes (COs):

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

 

24BSG421

 

 

Advertising  Management (Theory)

CO91: Analyze advertising concepts, processes, and the 5 M's to enhance campaign effectiveness and strategy. CO92: Design innovative advertising strategies, leveraging media and creativity to craft compelling advertising messages.

CO93: Assess advertising budget allocation and consider economic and social impacts of advertising for optimal effectiveness.

 CO94: Evaluate and improve advertising agency strategies to maximize campaign effectiveness and client satisfaction.

CO95: Measure the effectiveness of advertising , analyze the legal and ethical issues in advertising and debate the current trends in advertising industry.

CO96: Contribute effectively in course-specific interaction.

Approach in teaching: Interactive Lectures, Discussion, PPT, Sharing web links.

Learning activities for students:

 Self learning assignments, Role plays, presentation, Real life examples from newspapers, business magazines and web sources, case study discussions. 

CA test, Semester end examinations, Quiz, Assignments, Presentation.

 

18.00
Unit I: 
Introduction to Advertising

 

  • 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.

 

18.00
Unit II: 
Advertising Media and Message
  • 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 

 

18.00
Unit III: 
Advertising Budget, Economic and Social Aspects of Advertising

 

  • 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

 

 

18.00
Unit IV: 
Advertising Agency

                                                                           

  • 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
  • Role of ASCI

 

18.00
Unit V: 
Measuring Advertising Effectiveness, Ethical and Legal Aspects of Advertising

               

      

  • 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 Runtest, Portfolio test)
  • Ethical Issues in Advertising
  • Legal aspects of advertising.
  • GAMA Portal : concept.
  •  Recent Trends Trends in Advertising

 

Essential Readings: 

Essential Readings:

1.     Chunawalla, S.A., Foundations of Advertising Theory and Practice, Himalaya Publishing House Pvt. Ltd., Mumbai.

2.     Kazmi, S. H. H. and Batra, Satish K., Advertising & Sales Promotion, Excel Books, New Delhi.

3.     Batra, Rajeev, Myers, John G. and Aaker, David A., Advertising management, Pearson Education, Delhi.

 

References: 

Suggested Readings:

  1. Jethwaney ,J., Jain,S., Advertising Management, Oxford University Press,India.
  2. Belch, George E, Advertising and Promotion: An Integrated Marketing Communication Perspective, McGraw Hill Companies.
  3. Jefkins,F., Advertising , Pearson Education, Delhi.

Note: Latest edition of the readings may be used.

 

e-Resources

  1.         Hackley,C.,  Advertising and Promotion, Sage Publications, New Delhi
  2. http://www.untag-smd.ac.id/files/Perpustakaan_Digital_1/ADVERTISING%20Advertising%20and%20Promotion%20Communicating%20Brands.pdf

 

Academic Year: 
2024-2025
  • Printer-friendly version