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Home > ADVERTISING MANAGEMENT

ADVERTISING MANAGEMENT [1]

Paper Code: 
CBSG 413
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcome

Learning and teaching strategies

Assessment Strategies

CO 101: Know the essential definitions concepts, model and various types of advertising

CO 102: Evaluate various advertising message ,and how media planning plays a significant role of it

CO 103: Analyze about advertising budget and role of agencies in advertising

CO 104: Understand about advertising effectiveness and Ethical and Legal Aspects of Advertising in India

CO 105:  Examine the relevance of recent trends in advertising and their impact on organisation

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 [2]

  • International Business, Gupta, Mc Graw Hill Education

            https://www.expresslibrary.mheducation.com/bookshelf [2]

 

JOURNALS

  • International Marketing
  • The Indian Journal of Commerce

 

Academic Year: 
2023-2024 [4]

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Source URL: https://business.iisuniv.ac.in/courses/subjects/advertising-management-14

Links:
[1] https://business.iisuniv.ac.in/courses/subjects/advertising-management-14
[2] https://www.expresslibrary.mheducation.com/bookshelf
[3] https://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action
[4] https://business.iisuniv.ac.in/academic-year/2023-2024