Advertising Management

Paper Code: 
24CBSG413
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to understand advertising management and its various dimensions such as advertising types, message, budget, agency, legal and social aspects and recent trends in advertising

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24CBSG413

 

Advertising Management

 

(Theory)

 

CO121: Determine the various dimensions of advertising such as functions, importance, process, objectives, types, Dagmar, 5M.

CO122: Analyze the  concept related to advertising message and media.

CO123: Analyze about advertising budget, factors, methods and types. Exploration of concept related to agency, types, functions and Agency-client relationship.

CO124: Recognize the need of advertising effectiveness and Ethical, Legal and Social Aspects of Advertising in India.

CO125: Examine the relevance of recent trends in advertising and their impact on organization

CO126: Contribute effectively in course-specific interaction

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: 
  • Batra, Myers, Aaker, Advertising Management, Prentice Hall of India, New Delhi
  • Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur

 

e- RESOURCES:

  • International Business, Hill, Mc Graw Hill Education 

      https://www.expresslibrary.mheducation.com/bookshelf

  • International Business, Gupta, Mc Graw Hill Education

      https://www.expresslibrary.mheducation.com/bookshelf

 

REFERENCE JOURNALS

  • International Marketing
  • The Indian Journal of Commerce

 

 

Academic Year: 
2024-2025
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