Advertising – Meaning, Definition, features , Importance and types of Advertising. Economic and Social Implication of Advertising , Relationship of advertising with other promotional mixes and marketing mix element Advertising Objectives. DAGMAR Approach

Advertising Budget: Meaning, steps in framing advertising budget, factors affecting advertising budget.Methods-Affordable Method, Per unit Method, Percentage Method, Competitive parity and Task and objective Method Advertising Media- Types of Media; Print Media (Newspaper & Magazines, Pamphlets, Posters & Brochures), Electronic Media(Radio, Television , Audio Visual Cassettes), Other Media (Direct Mail, Outdoor Media),Internet advertising media. Non-media advertising (Characteristics, merits & Demerits of above media)

Message Designing-structure , appeal, format ,source. Message development. Elements and layout of a Print Copy, Broadcast Advertising copy, Radio Ad- Copy, Television Ad-Copy, Internet Ad- Copy Advertising Copy- Requisites and types. Message appeal and advertising campaign Media Planning: Selection of Media, Steps involved, importance and limitations Media Scheduling: Meaning, strategies and factors affecting media scheduling

Evaluation of Advertising Effectiveness: Importance and difficulties, Methods of measuring advertising effectiveness Role of ASCI in India Advertising Agencies: Meaning, nature, Functions, types and benefits

Sales Promotion: Nature and importance of sales promotion, its role in marketing Types of sales promotions- Consumer oriented sales promotion; trade oriented sales promotion & Sales force-oriented sales promotion. Sales promotion tools