Advertising Management

Unit

Topics

No. of Lectures

Total=30

I

Advertising: Introduction, Scope, Importance in Business: Role of Advertising in Social and Economic Development of India: Ethics and Truths in Indian Advertising.

9

II

Integrated Communication Mix (IMC)-Meaning, Importance; Communication Meaning, Importance, Process, communication Mix Components, Role in Marketing, Branding-Meaning, Importance in Advertising.

8

III

Promotional Objectives – Importance Determination of Promotional Objectives, Setting Objective DAGMAR; Advertising Budget Importance, Establishing the Budget- Approaches Allocation of Budget.

7

IV

Advertising Copy-meaning Components Types of Advertising Copy, Importance of Creativity in Advertising; Media Planning-Importance, Strategies, Media Mix. Advertising Research – Importance, Testing Advertising Effectiveness Market Testing for Ads; International Advertising-Importance, International Vs Local Advertising.

6