ADVERTISING MANAGEMENT- PRACTICAL

Paper Code: 
CBSG 414
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcome

Learning and teaching strategies

Assessment Strategies

CO 106: To apply the essential definitions concepts, model and various types of advertising

CO 107: To evaluate various advertising message, and how media planning plays a significant role of it

CO 108: To analyze about advertising budget and role of agencies in advertising

CO 109: To give insight about advertising effectiveness and Ethical and Legal Aspects of Advertising in India

C 110: To remember about sales promotion and its various techniques of consumer and industrial promotion.

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

 

Learning activities for the students:

Role Play activities/ Moot Court/Group Discussions/ Class presentation 

 

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

 

6.00
Unit I: 
Introduction to Advertising

Case let Discussion on:

  • DAGMAR approach, 5 M Model
6.00
Unit II: 
Advertising Message & Advertising Media
  • Presentation on topics relating to:

              Advertising appeals, Preparing an effective advertising copy                                     

 

6.00
Unit III: 
Advertising budget And Advertising Agencies:

Role Play Activity on Concepts of:

  • Methods of budgeting
6.00
Unit IV: 
Evaluating Advertising Effectiveness:
  • Presentation on topics relating to:
  • Ethical and Legal Aspects of Advertising in India
6.00
Unit V: 
Sales Promotion:

·        Role Play activity on:

·        {C}

Consumer promotion: meaning, importance, tools.

 

{C}

·        {C}

Industrial promotion

Unit V: Sales Promotion:                                                                                               6 hrs

  • Role Play activity on:
  • Consumer promotion: meaning, importance, tools.
  • Industrial promotion

 

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

 

JOURNALS

  • International Marketing
  • The Indian Journal of Commerce

 

Academic Year: 
2023-2024
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