Advertising Management

Paper Code:

24CBSG413

Credits:

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: