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ADVERTISING MANAGEMENT [1]

Paper Code: 
BSG 421
Credits: 
6
Contact Hours: 
60.00
Max. Marks: 
100.00
18.00
  • 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
  • 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
  • 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

·         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

Role of ASCI

18.00
  • 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 Runtest, Portfolio test)
  • Ethical Issues in Advertising
  • Legal aspects of advertising.
  • GAMA Portal : concept.
  •  Recent Trends Trends in Advertising

 

Essential Readings: 
  • Chunawalla, S.A., Foundations of Advertising Theory and Practice, Himalaya Publishing House Pvt. Ltd., Mumbai.
  • Kazmi, S. H. H. and Batra, Satish K., Advertising & Sales Promotion, Excel Books, New Delhi.
  • Batra, Rajeev, Myers, John G. and Aaker, David A., Advertising management, Pearson Education, Delhi.

 

References: 
  • Jethwaney ,J., Jain,S., Advertising Management, Oxford University Press,India.
  • Belch, George E, Advertising and Promotion: An Integrated Marketing Communication Perspective, McGraw Hill Companies.
  • Jefkins,F., Advertising , Pearson Education, Delhi.

Note: Latest edition of the readings may be used.

 

e-RESOURCES

  •         Hackley,C.,  Advertising and Promotion, Sage Publications, New Delhi

http://www.untag-smd.ac.id/files/Perpustakaan_Digital_1/ADVERTISING%20Advertising%20and%20Promotion%20Communicating%20Brands.pdf [2]

 

JOURNALS

  • Indian Journal of Marketing
  • Journal of Marketing
  • Marketing Management
  • The Indian Journal of Commerce

 

Academic Year: 
2023-2024 [3]

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Source URL: https://business.iisuniv.ac.in/courses/subjects/advertising-management-15

Links:
[1] https://business.iisuniv.ac.in/courses/subjects/advertising-management-15
[2] http://www.untag-smd.ac.id/files/Perpustakaan_Digital_1/ADVERTISING%20Advertising%20and%20Promotion%20Communicating%20Brands.pdf
[3] https://business.iisuniv.ac.in/academic-year/2023-2024