Advertising Management

Paper Code: 
BSG 421
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

The course will enable students to -

  1. Imparting knowledge with respect to the functional aspect of advertising.
  2. Develop an in-depth understanding of the modern concepts and latest techniques of advertising.

 

COURSE OUTCOMES(Cos):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSG 421

Advertising Management

(Theory)

The students will be able to –

 

CO74: Understand basic nature of advertising and its  importance to different categories of people, its functions, classification and  relation to other elements of promotion mix.

CO75: 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. The student would also be able to identify the various types of advertising media available.

CO76: Understand the concept of advertising budget, factors affecting the advertising budget and taking decisions regarding media mix on the basis of it.  The students shall also be able to comprehend the ethical issues and economic as well as social aspects of advertising. 

CO77: Analyze the role of advertising agency in the formation of an ad .

CO78: Know about possible arrangements for organizing and evaluating advertising efforts, legal aspects of advertising and 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

 

18.00
Unit I: 

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: 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: 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 : 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

18.00
Unit V: 

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

Essential Readings: 

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.

References: 
  1. Belch, George E.; Belch, Michael A., Advertising and Promotion, McGraw Hill Publishers, New Delhi.
  2. Clow, Kenneth E.; Baack, Donald E, Integrated Advertising, Promotion  and Marketing Communications, Pearson Education,
  3. Mathur U.C., Advertising Management-Text and Cases , New Age International Publishers.
  4. Murthy, S.N. and Bhojanna, U., Advertising: An IMC perspective, Excel Books, New Delhi.
  5. Hackley, Chris, Advertising, Sage Publications India Pvt. Ltd., New Delhi.

Note: Latest edition of the readings may be used.

 

 

 

Academic Year: 
2020-2021
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