Syllabus
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Course Code: MM-301 Course Name: Specialisation-B: MARKETING - Advertising Management |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Understanding advertising: Concept, evolution, purpose and classification. Advertising and society: ethical issues in advertising, social criticism of advertising, Laws in advertising, advertising bodies in India. Advertising strategy and planning process, Consumer behavior and advertising research, Advertising agency; types, functions and structure of advertising agency, client-agency relationship; Building of advertising programme - message, headlines, copy, logo, illustration, appeal, and the layout. Media planning and strategy – development of media plan, establishing media objectives, developing and implementing media strategies, evaluation and follow up of media plan; Budgeting- establishment and allocation and budgeting approaches. Measuring the effectiveness of the promotional program- Market testing, pre testing, post testing, laboratory tests and field tests. Online advertising: objectives, importance, types and challenges of online advertising, advertising on the internet, social network platforms and measuring effectiveness of internet advertising. |
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