Advertising Management
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Advertising Management

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Dr. Rajeev Sijariya & Dr. Narender Singh Rana

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BBA UP Unified Syllabus (UP State Universities), Third Semester
Syllabus
 
BBA-N301: ADVERTISING MANAGEMENT
 
 
Unit-I
Advertising – Introduction, Scope, Importance in Business – Role of Advertising in Social and Economic Development ofIndia– Ethics and Truths in Indian Advertising.
 
Unit-II
Integrated Communication Mix (IMC) – Meaning, Importance, Communication Meaning, Importance, Process, Communication Mix Components, Role in Marketing, Branding – Meaning, Importance in Advertising.
 
Unit-III
Promotional Objectives – Importance, Determination of Promotional Objectives, Setting Objective DAGMAR, Advertising Budget Importance, Establishing the Budget – Approaches, Allocation of Budget.
 
Unit-IV
Advertising Copy – Meaning, Components, Types of Advertising Copy, Importance of Creativity in Advertising, Media Planning – Importance, Strategies, Media Mix.
 
Unit-V
Advertising Research – Importance, Testing Advertising Effectiveness, Market Testing for Ads, International Advertising – Importance, International versus Local Advertising.


UP/2019/BBA/3/01
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