Advertising & Promotion Management (Major)

Unit

Title and Contents

No. of

Lecture Hours

1

Introduction to Advertising

Meaning & Definition of Advertising Nature & Scope of Advertising,

Objectives of Advertising

Importance of Advertising

Functions of Advertisement

Types of Advertising

Elements of an Advertisement

15

2

Promotions and Integrated Marketing Communication

Meaning & Importance of Promotion.

Elements of Promotion Mix: Advertising, Sales Promotion, Public Relations PR, and Personal Selling, Direct Marketing, Digital Tools.

Concept of Integrated Marketing Communication (IMC)

Objectives of IMC

Components of IMC: Message- Media, Tools, Target Audience, Budget.

Advertisement Agency, Criteria in the Selection of Ad Agency.

IMC Planning Process

15

3

Advertising Planning & Creative Strategy

Message Strategy: Cognitive Strategy, Affective Strategy, Conative Strategy and Brand Strategy

Advertising Appeals, Types of Appeals- Fear, Humour, Sex, Musical, Rational, Emotional, Scarcity.

Advertising Copy — Meaning, Components, Types; Writing Effective Copy, Taglines, Slogans; Content Development; Designing Visual Communication and Layouts.

Media Planning: Media Planner, Media Buyer, Media Selection

Media Mix; Scheduling;

Media Buying.

15

4

Advertising Evaluation and Regulation

Message Evaluation Techniques: Concept Testing, Copy Testing, Recall Test, Attitude and Opinion Tests, Pre-Testing, Concurrent Testing, Post-Testing Methods, Recognition Testing, Emotional Reaction Test, Physiological Arousal Tests, and Persuasion Analysis.

Media Effectiveness: TRP (Target Rating Point), GRP (Gross Rating Point), Reach, Frequency

Advertising Regulation: Need, Government Regulation, Self-Regulation, ASCI

Ethical Issues in Advertising

15