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Bangalore University - B.Com 6th Sem - Advertising Management (Marketing Group)
Posted Date: 11 Dec 2007 Resource Type: Articles/Knowledge Sharing Category: General
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Posted By: Jyothi Member Level: Diamond
Rating:  Points: 1
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ADVERTISING MANAGEMENT (Elective Paper - V)
CHAPTER I: INTRODUCTION & BASIC CONCEPTS 10 hrs
History of advertising; Advertising purpose and functions; Economic, social & ethical aspects of advertising; Advertising & the marketing mix, Advertising as a communication process; types of advertising; Major Institutions of advertising management.
CHAPTER II: ADVERTISING AND CAMPAIGN PLANNING 8 hrs
Marketing strategy & situation analysis; Advertising plan; Advertising objectives; DAGMAR approach; advertising strategy; Advertising campaign-planning process.
CHAPTER III: CREATIVE STRATEGY & ADVERTISING BUDGET 12 hrs
Creative approaches; the art of copywriting; Advertising copy testing; creativity in communication, motivational approaches & appeals, advertising budget process; methods of determining advertising appropriations.
CHAPTER IV: ADVERTISING MEDIA STRATEGY 10 hrs
Role of media; types of media; their advantages and disadvantages; media research & advertising decisions; media planning, selection & scheduling strategies.
CHAPTER V: ADVERTISING EFFECTIVENESS & ORGANISING ADVERTISING
FUNCTIONS. 10 hrs
Methods of measuring advertising effectiveness; advertising research; structure & functions of an advertising agency; selection & co-ordination of advertising agency; Advertising regulations; Internet advertising.
SKILL DEVELOPMENT:
- Sketch the competitive position for the development of an advertising plan for Sahara Airlines & Tata Telephones.
- Define the advertising objectives on DAGMAR Approach for any product of your choice.
- By selecting an appropriate theme & appeal, create & enact an advertisement for a range of any established products. For this purpose, the class should be divided into groups and formal presentations have to be evaluated.
- Select two print & electronic media for the purpose of understanding the functions of advertising media. Comparative analysis of the same should be done & short reports must be prepared.
- Get into the exciting world of internet / Net advertising and identify the message content of 10 products / Services of your choice.
REFERENCE BOOKS:
1. Rajeev Batra, John.G.Myers.T.David.A.Aaker; Advertising Management; 5th Edition, New Delhi, 1998.
2. Jefkins & Yadin; Advertising, 4th Edition; Pearson Education, New Delhi, 2000.
3. Manendra Mohan; Advertising Management - Concepts & Cases; Tata McGraw Hill Publishing company Ltd, New Delhi 2001.
4. S.A.Chunnawalia & K.c.Sethia Foundations of Advertising - Theory & Practice, Himalaya Publishing House, 2002.
7. Sonatakki, Advertising.
8. Wells, Advertising.
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