Syllabus
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Course Code: MC 309 Course Name: Optional Group I (Marketing) - Advertising Management |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Introduction to Advertising: Advertising nature and importance; Communication process; Advertising and communication; Types of advertising; Advertising management process – an overview; Ethics and advertising; Social and Economic aspects of advertising. Advertising Objectives and Budget: Determining advertising objectives; Methods of determining advertising budget. Copy Development and Testing: Determining advertising message and copy headlines, body, copy logo, illustration, Creative styles and advertising appeals. Media Planning: Print, broadcasting media and other media; Media planning – media selection and scheduling. Organization and control of Advertising Effort: Role of advertising agencies; Advertising agency and client relationship; Evaluating advertising effectiveness – Pre and post-tests. |
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