Syllabus
|
Course Code: IMS-705 Course Name: Marketing - Advertising Management |
||
| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
|---|---|---|
| 1 | Advertising - Definition, Objectives, Functions and Classification of Advertising, Advertising in Comparison to other tools of Marketing Communication, Advertising as a Career, AIDA Concept, Consumer Behaviour & Advertising | |
| 2 | Social, Economical, Ethical and Legal Aspects of Advertising; Advertising Organization: Advertising Agency- Types & Function of Advertising Agency; Functions of Advertising Department and Advertising Manager | |
| 3 | Creative Strategy: Creative Process, Copy Strategy: Print Advertising- Elements & Layout, TVC (Television Commercial) Planning and Production; Source Factors; Message Factors; Advertising Appeals & Execution Styles | |
| 4 | Media planning and Strategy: Media Alternatives, Media Planning & Buying, Developing Media Strategies, Advertising Budget - Approaches and Procedure, DAGMAR Approach | |
| 5 | Advertising Effectiveness: The Rationale of Testing; Types of Advertising Evaluation: Pretesting, Post Testing and Progress Testing, Benefits and Limitations of Advertising Evaluation. Retail Advertising, International Advertising; Trends in Advertising | |
